What drives crowdfunding participation? The influence of personal and social traits

  1. Yusimi Rodriguez-Ricardo 1
  2. María Sicilia 1
  3. Manuela López Pérez 1
  1. 1 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2018

Volumen: 22

Número: 2

Páginas: 163-182

Tipo: Artículo

DOI: 10.1108/SJME-03-2018-004 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Proposito de la investigación – El crowdfunding se ha convertido en un medio popular y factible de financiar proyectos en todo el mundo. El objetivo principal de este estudio es determinar qué características personales y sociales pueden aumentar la intención de los individuos de participar en el crowdfunding. Metodología y diseño – Esta investigación examina la capacidad de innovación, las actitudes hacia ayudar a los demás y la conectividad interpersonal como determinantes de la intención de los consumidores de participar en el crowdfunding. La identificación social con la comunidad de crowdfunding se propone como un mediador en el modelo. Recomendaciones – Los resultados muestran que tanto la identificación social con la comunidad de crowdfunding y la capacidad de innovación tienen un efecto positivo en la intención de participar en proyectos de crowdfunding. Además, las actitudes hacia ayudar a los demás y la conectividad interpersonal afectan indirectamente la intención de participar en el crowdfunding a través de la identificación social con la comunidad de crowdfunding. Limitaciones de investigacion – Esta investigación analiza una audiencia general de posibles “crowdfunders”, por lo tanto, los resultados identificaron solo indicaciones de intenciones potenciales para participar en actividades de crowdfunding. Implicaciones prácticas – Las empresas o emprendedores que actualmente usan o esperan usar el crowdfunding como método de financiación, deben desarrollar estrategias enfocadas en promover la identificación social con la comunidad de crowdfunding; así como fomentar el desarrollo de las relaciones y las relaciones sociales de los consumidores dentro de la comunidad de crowdfunding. Originalidad – Esta investigación contribuye a la literatura explicando las características sociales y personales de los individuos que con más propensión participarían en este tipo de proyectos.

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Información de financiación

This research was funded by the grant ECO2012-35766 from the Spanish Ministry of Economy and Competitiveness. The authors thank for the support provided by Fundacion Cajamurcia.

Financiadores

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