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An investigation of enablers and inhibitors of crowdfunding adoption: Empirical evidence from startups in China

In recent years, crowdfunding has emerged as a new fundraising technique for startup ventures. Crowdfunding allows small businesses and startups to seek funding from a large number of private investors, the so‐called “crowdfunders.” Crowdfunding is beneficial for startup ventures by offering a variety of financial and nonfinancial benefits such as helping to solve funding difficulties, providing value‐added involvement, facilitating access to further funding, and providing publicity. In contrast, diffusion processes of new business innovations have become increasingly complicatedly and multifaceted in recent years. Potential users today are exposed to a wide range of influences that include word‐of‐mouth communications, network externalities, and social signals. Despite the advantages associated with crowdfunding, the crowdfunding industry faces slow rates of diffusion in the Chinese market because crowdfunding ventures often fail to translate into adoption behavior. This study investigates the enablers and inhibitors of crowdfunding adoption intention from the perspective of startups by employing the two‐factor theory, status quo bias theory, and innovation diffusion theory. These theories allow crowdfunding researchers and platform managers to test the relative influence of both reasons for (enablers) and reasons against (inhibitors) crowdfunding adoption in a single framework. In conclusion, considering the phenomenon of startups in China, the results of this study will fill the paucity of empirical research in the innovation resistance area, shedding light on the motivation of entrepreneurs to avoid crowdfunding as a financing course as well as providing crowdfunding managers and policymakers with strategic recommendations.