Individualism, collectivism and reward crowdfunding contribution intention and behavior

Rotem Shneor, Ziaul Haque Munim, Helena Zhu, Ilan Alon

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


The study examines the role of the individualism-collectivism (IDV) cultural dimension in reward crowdfunding contribution intentionality and behavior. An extended Theory of Planned Behavior framework is used for comparative analysis using survey data collected from users of national platforms from opposing cultures along the IDV dimension – China and Finland. Main findings suggest that: attitudes are positively associated with information sharing and financial contribution intentions in both cultures; collectivism enhances the effects of subjective norms on both intentions; behavior control is more strongly observed in individualistic cultures; and information sharing intentions are more strongly associated with contribution behavior in collectivistic cultures.

Original languageEnglish
Article number101045
JournalElectronic Commerce Research and Applications
StatePublished - 1 May 2021
Externally publishedYes


  • Alternative finance
  • Attitudes
  • Behavior
  • Behavioral control
  • China
  • Collectivism
  • Crowdfunding
  • Culture
  • Finland
  • Individualism
  • Intention
  • Social norms
  • Theory of planned behavior


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