광고표현유형이 소비자의 심리적 거리감에 따라 크라우드펀딩 참여의도에 미치는 영향-시간적, 확률적 거리감을 중심으로-

Recently, crowdfunding is attracting attention as a means of procurement of domestic companies. Although the importance of project image is emphasized as a success factor of crowdfunding, the research on image strategy that attracts sponsors’ attention is insufficient. In crowd funding situations, we want to find out which advertisement image can provide the most effective participation. This study was tested through experimental design of 4(Advertising Expression Type) × 2(Temporal Distance) × 2(Hypothetical Distance). The results showed that  there was significant difference in participation intention, attitude toward advertising, and attitude toward product according to advertising expression type, deconstructive type was the highest. Participation intention, attitude toward advertising, and attitude toward product according to remaining time and achievement rate of advertising expression type were partially different. As a result, it is considered that it is more effective to use rational appeal expression such as deconstructive type to know the material for a product than emotional appeal expression when posting a low-involvement rational product such as a convenient meal replacement. And since the interaction effects of individual psychological characteristics are partially adopted for each advertising expression type, if the individual's psychological characteristics and type of advertising expression are considered in the production of crowdfunding projects, it is expected that the effect of crowdfunding participation will be increased.