The Impact of Online Product Presentation Interactivity on Product Innovativeness Perception

Abstract

The emergence of online entrepreneurship platforms made it possible for entrepreneurs to fund their innovative ideas through financial support from business angels, venture capitalists, and crowds. Nevertheless, technology product development projects are the most difficult to fund on such platforms, with the least funding success and highest unsuccessful dollar value among all categories. One major factor affecting funding success on these platforms is the extent of perceived innovativeness of the presented technology products. The extant literature evinces that product innovativeness perception is influenced not only by novelty but also meaningfulness perception and that innovativeness brings higher funding success when novel projects are also perceived to be meaningful. By drawing on the theory of resonance, this study investigates the impact of interactivity on the extent of perceived innovativeness by creating an impact on resonance, which is proposed to represent all pre-identified aspects of meaningfulness. An online experiment was conducted to empirically validate the proposed research model, and increased interactivity was found to be positively associated with perceived product innovativeness through higher resonance. Theoretically, this study proposes the resonance concept to account for the meaningfulness perception regarding innovative product ideas and demonstrates the positive effect of increased interactivity on perceived innovativeness. For practitioners, the results provide evidence for the positive impact of interactive product presentation on the increased perception of resonance and, thus, innovativeness, which evinces a higher potential for funding success in highly innovative product development projects.