Revisiting Game Crowdfunding in China: How Goal Attributes and Signal Credibility Shape Project Success on Modian, China
List of Authors
Huomei Zhou, Ramila Devi Ram Sing
Keyword
Crowdfunding, Goal Attributes, Signal Credibility, Project Success, Modian (China)
Abstract
The new approach to finance has become an entirely new approach to traditional financing, especially in the gaming sector in China where platforms like Modian are instrumental in connecting developers with the market directly. The main topic of this article is whether particular goal-setting attributes, such as total sum of contributions, number of backers, diversity of reward tier, and funding target, are related to the success rates of crowdfunding projects. The study integrates the perspective of Signaling Theory to look at the relationship between these variables and project quality as well as developer credibility, which in turn affect backers' perceptions and funding behaviors. The research emphasizes the role of signal authenticity which is assumed to be the axis of connecting the relationship between goal attributes and project success. By means of a quantitative research design which contained structured questionnaires and statistical analyses, the research found a way to show that credible signals decrease information asymmetry and promote trust in the uncertain crowdfunding conditions. The outcomes not only confirm the significance of the tactical goal presentation but also reveal that the factor of trust plays a critical role in the achievement of crowdfunding. Besides, these discoveries not only make the crowdfunding literature richer but they also supply the practical know-how for game developers and operators of the platform that are trying to optimize the campaign.