Using technology acceptance model to explore the intention in purchasing on kickstarter - The case of foreign countries
Abstract
Kickstarter is one of the biggest online crowdfunding platforms in the world that is
considered as a new technology born for supporting creative projects to exist in reality.
However, in recent years the number of consumer products fundraised on Kickstarter
was raising dramatically in quantity, which shows users were beginning to consume
unique products on this platform more and more. The purpose of this study is to define
which are the determinants of intention in purchasing on Kickstarter by adopting TAM
model using two main variables of PU and PEOU. Later on, this study proposes two
more crucial factors regarding to the context of online e-commerce and CF which are
Trust and Empathy and proposes that all 4 factors directly affect on intention. The results
turns out that PEOU, PU and Empathy all have direct and positive effect on intention,
while only trust has indirect impact on intention through PEOU. Also, this study applied
quantitative method recruiting both actual consumer and non-consumer cases in foreign
countries to participate online in the survey questionnaire, a total of 303 valid responses
were examined. Non-consumers are ensured to have certain knowledge about Kickstarter
and regarded as “potential consumers” of this innovation. Further, as PEOU is proved to
be the most important factor affecting intention to purchase on Kickstarter, it is
considerably essential for parties who are interested in this research to pay more attention
to this factor. Even though most of non-consumers’ rating scores are lower than those of
current consumers, lowest in PEOU and trust, 70% of them do seem to have positive
feelings about this innovation since their evaluation in PU quietly high, while 30%
remaining did not perceive any usability. In addressing these problems, more effort
should be put into reinforcing intention, especially through PEOU, PU and ET, turning
Kickstarter into a more playful, interesting and simple platform where people could feel
more motivated about this innovation and relax other deterrent factors regarding to
possible risks, or inconvenient experience.