Abstract
Crowdfunding (CF) is an alternative financing method, while the most popular type is reward-based CF. However, the funding success rate is still low and knowledge regarding backers’ reasons to support a project is required. The aims of this work are thus to investigate both positive and negative factors that tend to affect backers’ motivation. The moderating impact of a campaign’s and a backer’s attributes are also examined. Data is collected from 410 people who could be potential backers using an online questionnaire. Utilitarian benefits in terms of monetary savings, product information, and convenience win over negative factors like perceived risks in influencing backers’ intention. Backer-related factors i.e., gender and online buying experience significantly moderate the above influences, but campaign-related factors do not. This study guides project creators to expand their targets more to shoppers rather than CF platform users. Utilizing constructs from the e-commerce context and providing evidence to support the effects of gender and online shopping experiences are values uncovered by this study.