This study employs social cognitive theory as a theoretical foundation to empirically explore the influential antecedents of backing intention on crowdfunding platforms. We collected 221 valid samples via Facebook, and the data were analyzed using the partial least squares method. To more deeply understand the applicability of the proposed model across different backing experiences, we also test the proposed model with two sub-samples (with and without backing experience). Results of the path analysis supported all hypotheses for all sample groups, except for the hypotheses stating the insignificance of the rewards (empathy) on backing intention among those with (without) backing experience group. This study has implications for scholars to understand the antecedents of funders' intentions on crowdfunding platforms and for crowdfunding platform managers and project creators to facilitate the strategic planning of backing design and business practices.