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The effect of gender fit on crowdfunding success

Author

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  • Li, Yuanqing
  • Sui, Sui
  • Wu, Sibin

Abstract

We employed the Attraction-Selection-Attribution perspective to examine the effect of gender on crowdfunding. Based on the gender of both project founders and backers, we identified two types of fit, superficial and characteristic. Further, based on characteristic fit, we developed a typology of crowdfunding attractions. We then hypothesized that both superficial and characteristic fits can lead to crowdfunding success. We collected and analyzed data to demonstrate how different characteristics may be important to each attraction. Our findings suggest that similarity is positively related to funding intention for all crowdfunding founders. Male crowdfunding founders should demonstrate their credibility (trustworthiness and expertise) in front of their backers. Female crowdfunding founders should focus on their physical attractiveness, friendliness and warmth to attract more funding from their backers.

Suggested Citation

  • Li, Yuanqing & Sui, Sui & Wu, Sibin, 2022. "The effect of gender fit on crowdfunding success," Journal of Business Venturing Insights, Elsevier, vol. 18(C).
    • Handle: RePEc:eee:jobuve:v:18:y:2022:i:c:s2352673422000312
    DOI: 10.1016/j.jbvi.2022.e00333
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    Cited by:

    1. Hassna, Ghazwan, 2022. "Crowdfund smart, not hard – Understanding the role of online funding communities in crowdfunding success," Journal of Business Venturing Insights, Elsevier, vol. 18(C).

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