A typology of crowdfunding sponsors: Birds of a feather flock together?

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This study develops a crowdfunding sponsor typology based on sponsors' motivations for participating in a project. Using a two by two crowdfunding motivation framework, we analyzed six relevant funding motivations-interest, playfulness, philanthropy, reward, relationship, and recognition-and identified four types of crowdfunding sponsors: angelic backer, reward hunter, avid fan, and tasteful hermit. They are profiled in terms of the antecedents and consequences of funding motivations. Angelic backers are similar in some ways to traditional charitable donors while reward hunters are analogous to market investors; thus they differ in their approach to crowdfunding. Avid fans comprise the most passionate sponsor group, and they are similar to members of a brand community. Tasteful hermits support their projects as actively as avid fans, but they have lower extrinsic and others-oriented motivations. The results show that these sponsor types reflect the nature of crowdfunding as a new form of co-creation in the E-commerce context. (C) 2016 Elsevier B.V. All rights reserved.
Publisher
ELSEVIER SCIENCE BV
Issue Date
2016-03
Language
English
Article Type
Article
Keywords

BIG 5; TECHNOLOGY ACCEPTANCE; INTRINSIC MOTIVATION; MONETARY INCENTIVES; SELF-DETERMINATION; BRAND COMMUNITIES; ONLINE SHOPPERS; 5-FACTOR MODEL; PERSONALITY; PERFORMANCE

Citation

ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, v.16, pp.43 - 54

ISSN
1567-4223
DOI
10.1016/j.elerap.2016.01.006
URI
http://hdl.handle.net/10203/209561
Appears in Collection
MT-Journal Papers(저널논문)
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