| With the increasingly development and popularity of C2 C online shopping platforms, many new purchasing types such as crowdfunding, are coming out. Compared to common online shopping, crowdfunding business mainly has two differences: Firstly, the nature and characteristic of online shopping determine the separation of buying behavior and selling behavior, so online reviews and descriptions are significant for online buyers, but there is no product reviews for advanced sale products on C2 C crowdfunding platform because of its special trait. Therefore product description is more important. Secondly, crowdfunding, which belongs to a kind of advanced sale, is a buying behavior which always lasts for some time, so merchants are supposed to attract potential consumers with different product description.There have been a huge amount of excellent researches on online purchasing, but quite few studies focused on this special new online buying context. By taking two experiments and SPSS analysis, this article extend information processing theory to the network environment, integrating with the crowdfunding situation, taking product type and persuasion knowledge as moderator variable, in order to demonstrate the influence of different types of product and different styles of product description on consumers purchasing psychology and behavior. The research shows that: Firstly, rational appeal description is much more suitable for utilitarian products while emotional appeal description is much more suitable for hedonic products; Secondly, cognitive-affective system response has a mediating effect to the path from product description to consumers’ purchasing behavior; Thirdly, Persuasion knowledge has a regulating effect to the interaction of product description, product attributes and consumer purchasing behavior. Which gives researchers, sellers and crowdfunding platform a better understanding of consumers’ behavior under this special circumstances. |
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