The Effect of Herding Behaviors on Dual-Route Processing of Communications Aimed at Tourism Crowdfunding Ventures Academic Article

abstract

• Communications can be integral in persuading funders to invest in visitor economy crowdfunding. Despite the important role of diverse communications on consumer persuasion, research on the effectiveness of persuasive communications related to crowdfunding ventures has been limited. To bridge the gap, this study aims to verify an elaboration likelihood model to better understand the role of dual-route persuasive communications. Seven hypotheses related to argument quality, source credibility, benefit of crowdfunding, attachment to fundraiser and platform, and continued crowdfunding were examined, using herding behavior as a moderator. The findings revealed that argument quality had a substantial impact on benefit. Further, source credibility was found to have positive impacts on benefit and attachment; benefit had a significant effect on attachment and continued crowdfunding, and attachment had the strongest influence on continued crowdfunding. Additionally, herding behavior was found to moderate five of the six hypotheses.

authors

• Petrick, James

published proceedings

• JOURNAL OF TRAVEL RESEARCH

altmetric score

• 1

author list (cited authors)

• Kim, M. J., & Petrick, J. F.

citation count

• 16

complete list of authors

• Kim, Myung Ja||Petrick, James F

publication date

• January 2021

publisher

• SAGE Publications  Publisher

published in

• Journal of Travel Research  Journal

keywords

• Attachment
• Elaboration Likelihood Model
• Herding Behavior Theory
• Tourism Crowdfunding
• Visitor Economy

Digital Object Identifier (DOI)

• 10.1177/0047287520919515

start page

• 947

end page

• 964

volume

• 60

issue

• 5

URL

• http://dx.doi.org/10.1177/0047287520919515