크라우드펀딩에서 사용 후기 메시지의 측면성이 참여의도에 미치는 영향: 메시지 신뢰성과 지각된 위험의 이중 매개효과를 중심으로

This study attempts to investigate how message sidedness of product reviews by individuals who have experienced in advance the items of projects in offline stores operated by crowdfunding platforms affects the perception of crowdfunding projects and behavioral intention. The results of the study suggest that the exposure of two-sided messages generate a less perceived risk of and a higher intention to participate in a crowdfunding project, compared to the exposure of one-sided messages or no exposure of messages. The results further show that the two-sided messages, compared to the one-sided messages increase individuals’ percieved credibility of messages, reduce their perceive risk of the crowdfunding product, and intentions to participate in the projects. In addition, while no dual mediating effect of message credibility and perceived risk in the relationship between message sidedness and intentions to participate was found, message credibility solely mediated the positive effect of two-sided messages on intentions to participate. Finally, the results failed to find the moderating role of individuals’ regulatory focus in the effectiveness of message sidedness. This study is significant in that it attempted to explore the effects of product reviews generated through a new marketing channel of crowdfunding, called an experience store and provides insights into crowdfunding operating strategies.