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- W4281569641 abstract "Purpose Although 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/approach This study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers. Findings Eight 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/implications The 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/value This study applies three motivational orientations and reflects the characteristics of product categories of rewards." @default.
- W4281569641 created "2022-05-27" @default.
- W4281569641 creator A5084565071 @default.
- W4281569641 date "2022-05-27" @default.
- W4281569641 modified "2023-09-29" @default.
- W4281569641 title "To buy or to back? Backers' motivations for fashion crowdfunding projects" @default.
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- W4281569641 doi "https://doi.org/10.1108/jfmm-01-2022-0013" @default.
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