Original scientific paper
https://doi.org/10.1080/1331677X.2020.1734849
The study on the relationships among film fans’ willingness to pay by film crowdfunding and their influencing factors
Weilun Huang
Abstract
The present study examined the relationship between film fans’
willingness to pay by film crowdfunding (WPFC) and the incentives
of film crowdfunding (FC) in China, which include material
and non-material rewards. Moreover, this paper examined the
mediating effects of film fans’ perceived conveniences and risks of
film crowdfunding platforms (FCPs) and the moderating effect of
fans’ individual characteristics such as gender, age, monthly
income, monthly investment, and monthly expenditure on watching
movie on the relationship between WPFC and incentives of
FC. An online questionnaire was developed to investigate film fans
in China, and 505 valid reports from film fans with a monthly
expenditure for movies higher than zero were included in the
data analysis. Structural equation modeling showed that most
Chinese fans tend to sponsor projects published in FCPs, and their
WPFC were affected by perceived values of non-material feedback
but not by perceived values of material feedbacks. Moreover, film
fans’ perceived risks of FCP have significant mediating effects on
the relationship between WPFC and incentives of FC, whereas
their perceived convenience of FCP did not have a significant
mediating effect. Furthermore, film fans’ gender, age, monthly
income, monthly investment, and monthly expenditure for watching
movies had a moderating impact on these relationships.
Keywords
Crowdfunding; film crowdfunding; fan economy; willingness to pay
Hrčak ID:
254421
URI
Publication date:
9.2.2021.
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