To buy or to back? Backers' motivations for fashion crowdfunding projects

Abstract

PurposeAlthough fashion products feature a short lifespan owing to rapid changes in trends, fashion is one of the most active sectors in reward-based crowdfunding. This study aims to explore what drives backers to be involved in fashion projects despite the delay in obtaining rewards.Design/methodology/approachThis study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers.FindingsEight dimensions of backers' motivations were identified: altruism, enjoyment, novelty, information, economic incentive, reward, recognition, and social relationship. The finding was validated by testing the relationship with external variables.Research limitations/implicationsThe findings provide the empirical foundation for studies on reward-based crowdfunding motivation and marketing strategy development appealing to backers' specific motivations. They highlight the importance of motivations in funding fashion projects and sharing information.Originality/valueThis study applies three motivational orientations and reflects the characteristics of product categories of rewards.

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

“…Some feel a strong belonging need (i.e., the human preference to be included by a valued group, see Baumeister & Leary, 1995) to a specific community (Bürger & Kleinert, 2021; Kościółek, 2021). We argue that some donors donate to support a particular community (Ahn, 2022; Gerber et al, 2012).…”

Yönetim ve Strateji Perspektifinden Kurumsal Yönetimin Dünyada ve Türkiye’de Gelişimi ve Geleceği

“…Yorum fonksiyonu ayrıca fon destekçilerine teşekkür etmek, onları övmek ve takdir etmek için de kullanılarak fon destekçilerine motivasyon sağlamaktadır (Bretschneider ve Leimeister, 2017). Ahn (2022) kitlesel fonlamanın parçası olan 801 fon destekçisi üzerinde gerçekleştirdiği araştırmada özgecilik, ilgi ve merak gibi içsel faktörler ile ödül ve ekonomik teşvik (para, ürün vb.) gibi dışsal faktörlerin yanı sıra tanınırlık ve sosyal ilişki kurma gibi sosyal faktörlerin kişileri sosyal ihtiyaçlarını karşılamak için kitlesel fonlamanın bir parçası olmaya yönelttiğini belirtmiştir.…”