Abstract
Crowdfunding is a new way for start-up or entrepreneurs to test ideas of new products or marketing in recent year. This case study was based on data collected from QuanXingTatami which raised funds in FlyingV. The mechanism of FlyingV is All-Or-Nothing. If a project does not meet its goal by the deadline, the creators and platform of the project will not receive funding. However, there is a slow-down in investment growth during the raising period, called the plateau period. The purpose of this study was to deepen our understanding of the plateau period. This study conducted semi-structured interviews with the project creators and funders. There were ten funders and three creators interviewed to explore how their behaviors influence the plateau period. There are two main reasons of the plateau period: (1) The project information did not diffuse. (2) Potential funders often delay to fund. The findings reveal the characteristics of crowdfunding leading to the essential differences between the consumer buying process and helping behavior. To conclude, this study may be of importance in explaining the plateau period with a better understanding of funders’ decision journey.