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What drives visitor economy crowdfunding?: The effect of digital storytelling on unified theory of acceptance and use of technology
Kyung Hee Univ, Republic of Korea.ORCID iD: 0000-0002-8077-8503
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. Univ Canterbury, New Zealand;Univ Oulu, Finland.ORCID iD: 0000-0002-7734-4587
2020 (English)In: Tourism Management Perspectives, ISSN 2211-9736, E-ISSN 2211-9744, Vol. 34, p. 1-14, article id 100638Article in journal (Refereed) Published
Abstract [en]

Digital storytelling is a key factor used by fundraisers to attract investors to crowdfunding projects. Despite the important role of digital storytelling in consumer persuasion, research on the effect of digital storytelling on consumer behavior is scarce in the visitor economy crowdfunding sector. The objective of this work is to create and verify a theoretically integrated research framework including three-dimensions of digital storytelling as a reflective second order factor (perceived esthetics, narrative structure, and self-reference) and concepts of unified theory of acceptance and use of technology (UTAUT) (performance expectancy, social influence, effort expectancy, facilitating condition, and intention). Results reveal that digital storytelling has highly significant effects on facilitating condition, performance expectancy, effort expectancy, and social influence in descending order. Investors' intention to crowdfund is also significantly affected by facilitating condition, performance expectancy, social influence, and effort expectancy in descending order, offering significant theoretical and managerial implications in leisure and tourism.

Place, publisher, year, edition, pages
Elsevier, 2020. Vol. 34, p. 1-14, article id 100638
Keywords [en]
Digital storytelling, Crowdfunding, Visitor economy, Unified theory of acceptance and use of technology (UTAUT), Leisure and tourism-related fields, South Korea
National Category
Economics and Business
Research subject
Tourism
Identifiers
URN: urn:nbn:se:lnu:diva-95419DOI: 10.1016/j.tmp.2020.100638ISI: 000531603800013Scopus ID: 2-s2.0-85080035771OAI: oai:DiVA.org:lnu-95419DiVA, id: diva2:1434552
Available from: 2020-06-03 Created: 2020-06-03 Last updated: 2023-05-03Bibliographically approved

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Hall, C. Michael

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