THE STUDY OF BACKER’S MOTIVATION OF WILLINGNESS TO FUND IN THE EQUITY CROWDFUNDING

• Main Author: Debby, Teresia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40652
• Institution: Institut Teknologi Bandung

Purpose – This study aims to explain the factors that influence backers’ willingness to fund in the equity crowdfunding, by applying the motivation theory. Design/methodology/approach – This study used inductive research approach dan mixed method. It starts with the study of netnography to get what factors that motivate the backers to participate in a crowdfunding project, followed by the creation of hypotheses that need to tested quantitatively. Findings – The findings of this study revealed that three important factors that have a significant and positive influence on the willingness to fund in an equity crowdfunding platform, they are enjoyment, customer innovativeness, and reward. Peer influence and platform gives significant positive influence to trust in the willingness to fund a project in the equity crowdfunding platform. Research limitations – The limited number of samples which make the verification process difficult. Also, the types of crowdfunding being researched are not diverse enough. Academic and Practical implications – This study adds the research literature of crowdfunding, also the usage of netnography in crowdfunding research. It also gives some insights for the crowdfunding platform to increase the number of projects and the number of contributors to every project using motivation theory. Originality – This study is unique because it combines the usage netnography and quantitative method.