Abstract This study aims to analyze the mental motivations of crowdfunding supporters. We propose the triple role of the supporters (consumer, investor, and social man), and it is considered initiator ability and herd behavior will influence supporter’ intention. We uses the partial least squares regression to test hypotheses, and the results show that funders have the consumers and investors attributes but don’t have the social man attributes. Initiator ability and imitating others have a positive effect on the intention to support the project but discounting own information doesn’t. The contribution of this study is to propose the triple roles of funders and prove the significant effect of initiator ability and imitating others on intention to supporting the project.
2016, Vol. 13 
