UNVEILING USER ADOPTION IN CROWD-FUNDING PLATFORMS

Abstract

This study aims to provide a systematic investigation into the role and impact of the Unified Theory of Acceptance and Use of Technology (UTAUT) model in the context of crowd funding. Utilizing a quantitative research approach, the study employs surveys to collect data from participants engaged in crowd-funding activities. The primary focus is on key UTAUT variables, including performance expectancy, effort expectancy, social influence, facilitating conditions, attitude, and behavioral intention. The survey responses are analyzed through regression analysis, ANOVA, and correlation matrices to discern the relationships and collective influence of these variables on crowd funding behavioral intention. The Results of the study focus on the quantitative associations between UTAUT model variables and their impact on crowd funding success. The regression analysis provides coefficients and statistical significance for each variable, offering insights into the magnitude and direction of their influence on behavioral intention. The ANOVA results contribute to the understanding of the overall significance of the model, while correlation matrices elucidate the interplay between variables. The implications of this study are twofold. Firstly, it contributes to the academic literature by extending the application of the UTAUT model to the dynamic and evolving landscape of crowd funding. Secondly, the findings have practical implications for crowd funding platform developers, marketers, and policymakers, providing actionable insights to enhance user experiences and refine strategies for optimal crowd funding outcomes. This research bridges the gap between theoretical frameworks in technology acceptance and the unique characteristics of crowd funding, paving the way for more informed and effective practices in this rapidly growing domain.