In recent years, regional revitalization projects that inject vitality into remote areas become a trend and crowdfunding through the power of the funders has become an origin for them to obtain financial resources. How to smoothly promote the fundraising plan for regional revitalization has become an important issue. This study adopts two viewpoints: "narrative transportation theory " and "elaboration likelihood model". From the perspective of communication and advertising, explore the antecedents that affect the willingness to sponsor. The elaboration likelihood model argues that people’s channels for obtaining information can be divided into the central path (e.g., argument quality) and the peripheral path (e.g., source credibility) and make decisions based on it. This study aims to apply it to regional revitalization crowdfunding projects, considers the decision factors of the funders and make up the gaps in related research. This study quotes narrative transportation as a moderator. Narrative transportation is to describe when people absorb information, integrate into the storyline, exert empathy, and incarnate themselves as characters in the story. This study constructs the model with argument quality, source credibility, benefit of crowdfunding project, place attachment, and the funding Intention of regional revitalization, then proposes seven hypotheses. Additionally, this study simulates a regional revitalization crowdfunding project and uses an online questionnaire to collect 200 survey responses about it. Then analyzed by structural equation modeling (SEM) and perform hypothesis verification. Result conclusions show that the sponsors with high narrative transportation tend to strengthen their willingness to invest because they are immersed in the information or storyline of regional revitalization crowdfunding projects. The sponsors with low narrative transportation follow the surrounding cues to create emotional connections to the locations mentioned in the project to reinforce funding intentions. Result conclusions can also offer significant theoretical and decision reference in regional revitalization and crowdfunding.
