This is why we pay—Motivational factors for supporting subscription-based crowdfunding campaigns

Hendrik Jöntgen (), Nicholas Valentin Lingnau (), Oliver Hinz () and Roland Holten ()
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Hendrik Jöntgen: Goethe University Frankfurt
Nicholas Valentin Lingnau: Goethe University Frankfurt
Oliver Hinz: Goethe University Frankfurt
Roland Holten: Goethe University Frankfurt

Electronic Markets, 2024, vol. 34, issue 1, No 28, 21 pages

Abstract: Abstract Subscription-based crowdfunding platforms emerged as novel digital platforms that offer creators the possibility of financial independence. They differ significantly from traditional time-limited crowdfunding approaches by utilizing recurring payments and enabling a creator-centric rather than campaign-centric funding approach. We built upon previous research on individuals’ motivation to support crowdfunding campaigns, and utilizing self-determination theory, our study explores which subscription-based crowdfunding campaign characteristics influence individuals’ motivation to support them. We use a two-method approach by analyzing individual pledge data from a subscription-based crowdfunding platform and conducting a discrete choice experiment. Our results show that having a high number of previous supporters increases potential supporters’ willingness to pay, while a campaign’s current recurring income and the hiding of this piece of information decrease it. We could also identify a u-shaped effect of campaigns’ goal proximity on willingness to pay. We discuss the theoretical and practical contributions of our research and provide an overview of potential future research directions.

Keywords: Crowdfunding; Subscription; Motivation; Digital platforms and ecosystems; Quantitative research (search for similar items in EconPapers)
JEL-codes: D26 D9 D90 D91 G11 G23 G4 G40 G41 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s12525-024-00710-6

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