Prince Baah-Peprah

• Baah-Peprah, Prince; Abdallah, Johari Twaha & Kajuna, Jovinary (2026). “Spreading the Good News Where It's Needed Most”: Understanding Pre-Adoption Crowdfunding Engagement Through Information Sharing in Emerging Markets. Journal of Alternative Finance. 3(3), p. 224–244. doi: 10.1177/27533743261489592. Full text in Research Archive Show summary

  Purpose Crowdfunding adoption remains uneven in emerging markets characterized by low awareness, high uncertainty, and weak social trust. Prior research has focused on financial participation in mature ecosystems, overlooking how engagement begins in nascent contexts. This study conceptualizes crowdfunding information sharing as a pre-adoption, non-financial form of engagement and examines its drivers. Study Design Grounded in the Theory of Reasoned Action (TRA), the study extends the framework by incorporating crowdfunding awareness, interest, and social trust. A conceptual model linking these antecedents to attitudes, information-sharing intentions, and behavior is tested using survey data from 471 respondents in Tanzania. Covariance-based structural equation modelling (CB-SEM) is employed. Findings Results support the extended TRA model. Attitudes toward crowdfunding are shaped by awareness, interest, subjective norms, and social trust. Information-sharing intentions are primarily driven by attitudes and interest, while behavior is predicted by intentions and interest. Interest emerges as the strongest predictor across all stages. Awareness and subjective norms influence intentions indirectly via attitudes, while social trust mainly shapes attitudes. Originality/Value The study reframes information sharing as a distinct pre-adoption engagement mechanism, extending crowdfunding literature beyond financial participation and providing evidence from an underrepresented Sub-Saharan African context.

• Tønnessen, Øystein; Baah-Peprah, Prince; Flåten, Bjørn-Tore & Larsen, Thomas Bjørnson (2026). Managerial insights into trust, control, and performance in remote work environments. Journal of Business Research. ISSN 0148-2963. 215, p. 116323–116323. doi: 10.1016/j.jbusres.2026.116323. Full text in Research Archive Show summary

  This study examines managerial perspectives on remote work and their implications for employee performance. Structural equation modeling was used to analyze data from 288 managers responsible for 8,351 employees. The findings show that manager–employee trust and employees’ ability to work effectively remotely shape remote work adoption. Trust and the degree of remote work have stronger effects on informal controls than on formal controls. The impact of remote work on performance is partially mediated by informal controls, while formal controls do not mediate performance. Requirements risk negatively affects performance and weakens the positive effect of informal controls on performance, whereas the corresponding interaction with formal controls is not significant. These findings highlight the importance of trust, control strategies, and mitigating requirements risk in optimizing performance in remote work settings. By showing how trust and control shape managerial decisions and employee performance, this study enhances our understanding of remote work management.

• Baah-Peprah, Prince; Nyarko, Samuel Anokye; Afram, Obed Opoku; Flåten, Bjørn-Tore; Baltador, Lia Alexandra & Grecu, Valentin (2025). Navigating AI integration in higher education: assessing the impact of assessment formats and motivation types on students’ AI usage intentions. Cogent Education. 12(1). doi: 10.1080/2331186X.2025.2559159. Full text in Research Archive Show summary

  Recent advances in artificial intelligence (AI) are reshaping teaching and learning, prompting renewed policy attention within higher education. While prior research has explored the antecedents of students’ AI usage intentions, limited attention has been given to how these intentions are shaped by assessment formats and motivational orientations. This study investigates how group-based versus individual-based assessments affect students’ intentions to use AI—specifically ChatGPT—for learning and exams, considering autonomous and controlled motivations. Survey data from 193 undergraduate and postgraduate business students were analyzed using co-variance-based structural equation modelling techniques. The findings reveal that group-based assessments increase students’ likelihood of using AI for learning. While neither autonomous nor controlled motivation directly encourages AI use for learning, controlled motivation reduces AI usage. Notably, autonomous motivation positively moderates the relationship between individual-based assessment and AI use for learning. Finally, students’ intention to use AI for learning translates into its use for exams. Implications of these findings for academic institutions, educators and students are discussed.

• Shneor, Rotem; Baah-Peprah, Prince; Cox, Joe & Nguyen, Thang (2025). Acting on Good Intentions? A Longitudinal Study of Prosocial Lending Intentions and Behaviours. Journal of Business Ethics. ISSN 0167-4544. 203, p. 863–882. doi: 10.1007/s10551-025-06065-y. Full text in Research Archive Show summary

  Research examining potential drivers of lender intentions and behaviours in prosocial lending platforms has often ignored ethical considerations in such decisions. We suggest a new model in this context which marries the components of the theory of planned behaviour with two additional variables: sense of moral obligation and platform trust. We apply structural equational modelling to a novel longitudinal dataset that combines information derived from a survey of 2398 individual lenders and data obtained directly from the UK-based platform Lendwithcare. Our analysis demonstrates that lender intentions and behaviour are positively and significantly associated with ethical factors, including moral obligation and platform trust. These relationships are shown to be consistent when using different measures of lending behaviour, as well as across different time periods pre- and post-COVID-19 pandemic. The evidence highlights the importance of ethical considerations in understanding intention and behaviour in prosocial lending crowdfunding.

• Mamun, Md Rasel Al; Ntsweng, Oteng; David, Alsius; Baah-Peprah, Prince & Prybutok, Victor R. (2025). What Drives User Intention to Continue Using Conversational AI? How Functional and Emotional Values Influence Continuance Intention. AIS Transactions on Human-Computer Interaction. 17(1), p. 1–34. doi: 10.17705/1thci.00216. Full text in Research Archive Show summary

  The growing popularity of conversational AI has created numerous opportunities for individuals and businesses. However, traditional IS use theories fail to capture the empirical reality of conversational AI artifacts. Thus, we identify a need to evolve new theoretical perspectives that provide meaningful insights for scholars and practitioners. Thus far, researchers generally agree that conversational AI generates two forms of consumer values—functional and emotional—but they have primarily focused on transient emotional values. In this study, we investigate the impact of functional values (i.e., perceived usefulness) and enduring or sustainable emotional values (i.e., emotional attachment) on users’ intention to continue using conversational AI. We evaluated our research question by drawing on the lens of attachment theory, theory of consumption values, and agentic IS literature. We conducted an online survey with 288 participants. The results show that both functional and emotional values are important for continuance intention. However, functional values predicted continuance intentions better than emotional values. Additionally, we found a positive association between emotional and functional values. These findings contribute to the conversational AI use literature by merging previously disparate literature streams to concomitantly examine the impact of functional and emotional values on user continuance intentions.

• Baah-Peprah, Prince; Shneor, Rotem & Munim, Ziaul Haque (2024). “In this together”: on the antecedents and implications of crowdfunding community identification and trust. Venture Capital : an International Journal of Entrepreneurial Finance. ISSN 1369-1066. p. 1–31. doi: 10.1080/13691066.2024.2310232. Full text in Research Archive Show summary

  Despite references to crowdfunding as a community-embedded phenomenon, few studies explore the antecedents and implications of crowdfunding communities. This study suggests community identification and trust as two core aspects of crowdfunding communities, while aiming to identify their antecedents and implications for crowdfunding campaign information-sharing intentions and behavior. Information-sharing is a necessary condition for successful entrepreneurial fundraising when using crowdfunding. For this purpose, we use survey data collected from users of Finland’s leading reward crowdfunding website, Mesenaatti.me, while analyzing it using structural equation modelling. Our findings show that community identification and trust are both positively associated with crowdfunding contribution attitudes and with information-sharing intentions. However, only community identification is associated with information-sharing behaviors. Enjoyment, homophily, and community outcome expectations are antecedents of both community identification and trust. Tie strength and normative pressures are antecedents of community identification. Finally, information-sharing intentions mediate the effect of community trust on information-sharing behavior. We discuss explanations for these findings and their implications for crowdfunding research and practice.

• Baah-Peprah, Prince; Nyarko, Samuel Anokye; Flåten, Bjørn-Tore; Naatu, Felicia & Serwaah, Priscilla (2024). Trust in Government, Electronic Taxation, and the Adoption of Fintech. Journal of Alternative Finance. 1(3), p. 213–235. Full text in Research Archive
• Baah-Peprah, Prince (2023). Explaining reward crowdfunding backers' intentions and behavior. Baltic Journal of Management. ISSN 1746-5265. 18(2), p. 262–281. doi: 10.1108/BJM-07-2022-0268. Full text in Research Archive Show summary

  Purpose Earlier research into crowdfunding adoption has drawn on social psychology, trust, signaling and well-being theories. Despite its wide appeal and use, the technology acceptance model (TAM) has received little attention in terms of explaining the adoption of crowdfunding platforms. The current study examines the applicability of two versions of this framework: the original TAM1 and the extended TAM2 frameworks. Design/methodology/approach Data were collected through a survey distributed to the users of Finland's leading reward crowdfunding website, Mesenaatti, who have backed crowdfunding campaigns previously. The authors employed structural equation modelling (SEM–lavaan package) and conducted a series of quality tests to alleviate concerns with certain biases. Findings Analyses of 556 observations exhibit support for all hypotheses underlying both TAM frameworks, with two exceptions. Contrary to expectations, voluntariness does not moderate the effect of subjective norms on contribution intentions, and the effect of perceived ease-of-use is primarily mediated by perceived usefulness, rather than directly influencing intentions. Originality/value First, the study extends the generalizability of TAM to the context of crowdfunding and with respect to financial contribution behavior. Second, it shows that backers' perceptions of platform usefulness and ease-of-use are important antecedents of crowdfunding contribution behavior, and that the former exerts greater influence than the latter. Third, it further clarifies the influences of relevant antecedents of crowdfunding backers' contribution intentions and behaviors. Specifically, the authors show that experience only weakly moderates the influence of subjective norms on contribution intentions, and voluntariness does not moderate this association. The authors discuss explanations for these findings and their implications for research and practice.

• Baah-Peprah, Prince & Shneor, Rotem (2021). A Trust-Based Crowdfunding Campaign Marketing Framework: Theoretical Underpinnings and Big-Data Analytics Practice. International Journal of Big Data Management (IJBDM). ISSN 2631-8679. 2(1), p. 1–24. doi: 10.1504/IJBDM.2022.119453. Full text in Research Archive
• Chao, Emmanuel; Serwaah, Priscilla; Baah-Peprah, Prince & Shneor, Rotem (2020). Crowdfunding in Africa: Opportunities and Challenges. In Shneor, Rotem; Zhao, Liang & Flåten, Bjørn-Tore (Ed.), Advances in Crowdfunding: Research and Practice. Palgrave Macmillan. ISSN 9783030463090. p. 319–339. doi: 10.1007/978-3-030-46309-0_14. Full text in Research Archive

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• Shneor, Rotem; Baah-Peprah, Prince; Solodoha, Eliran; Abdallah, Johari Twaha; Ezzahid, Hibat-Allah & Kajuna, Jovinary [Show all 8 contributors for this article] (2025). Determinants and consequences of crowdfunding awareness among prospective backers. Full text in Research Archive
• Mrzygłód, Urszula; Adamska, Joanna; Baah-Peprah, Prince; Shneor, Rotem & Fornalska, Anna (2025). Got it! Campaign Rhetorical Styles and Understanding Speed. Full text in Research Archive
• Pesque-Cela, Vanesa; Shneor, Rotem & Baah-Peprah, Prince (2025). Equity Crowdfunding: How Inclusive and Sustainable? Full text in Research Archive
• Shneor, Rotem; Baah-Peprah, Prince; cox, joe & Nguyen, Thang (2025). Acting on Good Intentions? A Longitudinal Study of Prosocial Lending Intentions and Behaviours. Full text in Research Archive
• Baah-Peprah, Prince; Tønnessen, Øystein; Flåten, Bjørn-Tore & Larsen, Thomas Bjørnson (2025). Managerial insights on trust, control, and performance in remote work environments. Full text in Research Archive
• Baah-Peprah, Prince & Flåten, Bjørn-Tore (2025). Idea Generation and Idea Refinement for Students´ Case Projects: Comparing and Complimenting Humans with AI. Full text in Research Archive
• Baah-Peprah, Prince; Flåten, Bjørn-Tore & Tønnessen, Øystein (2025). Managerial Insights on Trust, Control, and Performance in Remote Work Environments: US vs Europe vs Africa. Full text in Research Archive
• Baah-Peprah, Prince; Nyarko, Samuel Anokye; Naatu, Felicia & Flåten, Bjørn-Tore (2024). Electronic taxation, trust in government, and the adoption of fintech: The case of mobile money in Ghana. Full text in Research Archive
• Baah-Peprah, Prince; Shneor, Rotem & Munim, Ziaul Haque (2022). The Roles of Community Identification and Trust in Crowdfunding Information-Sharing Attitudes, Intentions, and Behaviors. Full text in Research Archive
• Baah-Peprah, Prince; Shneor, Rotem & Munim, Ziaul Haque (2022). Explaining Reward Crowdfunding Backers’ Intentions and Behavior. Full text in Research Archive
• Shneor, Rotem; Wenzlaff, Karsten; Boyko, Konstantin; Baah-Peprah, Prince; Odorovic, Ana & Okhrimenko, Olga (2024). European Crowdfunding Market Report 2023. Universitetet i Agder. ISSN 9788269315325. doi: 10.5281/zenodo.10617956. Full text in Research Archive Show summary

  The European crowdfunding market is dynamic and constantly evolving, while often representing balancing acts between harmonization trends, as driven by cross-border scaling opportunities, and fragmentation trends, as resulting from the local anchoring of activities (Wenzlaff et al., 2020). The current report is set to provide an up-to-date review of the European Crowdfunding industry covering facts and insights for the years 2021 and 2022. In its modern manifestation, crowdfunding is defined as a fundraising method involving the collection of relatively small amounts from a large pool of funding providers via the Internet and with no or little involvement of traditional financial intermediaries. Earlier reports presenting insights on the crowdfunding industry have often covered a wider scope of services under the broad term of “alternative finance” (e.g., Ziegler et al., 2018; Ziegler et al., 2019; Ziegler et al., 2021; Ziegler et al., 2020). However, the current report focuses only on crowdfunding services. This means the report only presents data collected from platforms which are open to crowd participation as both fundraisers (demand) and funding providers (supply). Accordingly, online platforms offering fundraising services outside the traditional financial systems (e.g., digital lenders, digital invoice traders, etc.), while relying solely on institutional or non-retail private funding (i.e., not open for funding by the crowd), were excluded. At the heart of the industry are the firms providing crowdfunding services, also commonly referred to as ‘crowdfunding platforms’ after the technology underlying their operations. The platforms they operate are Internet applications linking fundraisers and prospective fund providers while facilitating exchanges between them under pre-specified conditions (Shneor & Flåten, 2015). Accordingly, all data reported in the current report have been collected from crowdfunding platforms (hereafter ‘platforms’). Throughout the report, data is presented in a comparative manner either with respect to core underlying models (i.e., equity, lending, and non-investment models) or geographical location (i.e., platforms from Northern, Southern, Eastern, and Western Europe). Table 1 presents the detailed model clustering approach. Here, services offering investments in return-yielding assets are grouped under an equity cluster. Services offering investments in return-yielding credit are grouped under a lending cluster. And services offering transactions with no expectation of financial returns, such as purchases of products/services or donations, are grouped under a non-investment models’ cluster.

• Baah-Peprah, Prince & Shneor, Rotem (2023). Essays on Crowdfunding Adoption and Behavior. Universitetet i Agder. ISSN 9788284271224. Full text in Research Archive Show summary

  The aim of this dissertation is to examine aspects of crowdfunding adoption and behavior. Accordingly, the overarching research question answered by this dissertation is: what influences crowdfunding backers’ contribution intentions and behaviors? The dissertation answers this question while focusing on dimensions of trust, community, and technological acceptance. The dissertation is made up of three studies with one conceptual article (study 1), and two empirical studies (study 2 and 3). The conceptual study marries marketing and trust literatures and contextualizes their implications for the crowdfunding context. The result is the development of a framework of trust-based marketing strategies for crowdfunding campaigns, building on the understanding of the critical role played by trust in crowdfunding adoption by prospective backers. The empirical studies (i.e., study 2 and 3), are based on the analyses of empirical data collected from actual platform users, while using Structural Equation Model techniques. These studies examine the antecedents of backers’ contribution intentions and behavior, specifically in the context of reward crowdfunding in Finland. Study 2 explains backers’ intention and behavior by testing the extensive version of the technology acceptance model (TAM). It confirms the relevance of the TAM model for properly capturing influential antecedents of backers’ financial contribution intentions and behavior and further elaborates on the specific influences of backers’ experiences and voluntariness, which challenge existing conceptualizations from other information and communication technology -related contexts. Study 3 builds on the view of crowdfunding as an embedded phenomenon in online communities, to develop a community-based crowdfunding framework for explaining backers’ contribution intentions and behaviors, while highlighting the roles of community identification and community trust.

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