희소성 메시지와 기업신뢰가 크라우드 펀딩 참여만족도 및 재참여의도에 미치는 영향

The growth of internet, social network service and community vitalization by advanced IT technology has been making crowd funding industry activated. Crowd funding is a new form of financing way to fund-raise form public through online platform for idea or startup, expansion of business, or various projects. This study is an empirical study on the effect of the scarcity message and corporation trust on the crowd funding customer satisfaction and re-participation intention. A scarcity message is one of the message appeals of sales promotion type, attempting to increase customer’ intent to purchase products by informing of the fact that likelihood of purchases is limited. Scarcity message can be a way of promotion that motivates customers to choose this restriction and incites them to interest in and fascination by a product and increase their desire to obtain the product by limiting the usability or freedom of choice on the product. Accordingly, this study aimed to prove the customer behavior to the limited availability of products and trust by examining the effect of scarcity message and corporation trust on customer’ satisfaction and re-participation intention. This study classified the corporation trust into benevolence, integrity, competence and analyzed relationships between customer satisfaction, re-participation intention and scarcity and corporation trust. This results of this study can be summarized as follows: First, scarcity message turned out to affect positively the customer satisfaction. Second, the benevolence,,competence, sub-factors of corporation trust affected positively the customer satisfaction. The integrity, one of the sub-factors of corporation trust did not turn to affect customer satisfaction. Third, Scarcity message turned out to be effective one that affect the re-participation intention for crowd funding. Forth, all of the sub-factors of corporation trust had positive effect on the re-participation intention for crowd funding. The results of this study suggest that the participation corporation should develop their advertising message that is easier to process through the scarcity message in order to increase consumers’ satisfaction and reparticipation intention.