This thesis aims to analyse consumers’ motivation to contribute financially to a project that wants to create something new. An extensive literature and a desk research led to the development of 15 hypotheses. Ten direct effects on the intention to invest, as well as four mediating and one moderating effect were identified. A fictional exemplary crowdfunding project and an associated questionnaire were developed to test the conceptual model. The results of 196 respondents illustrated various values that drive the intention to invest in a crowdfunding project. Significant values were found within the value dimensions financial value, quality performance value, social value and emotional value. Furthermore a positive moderating effect of lead user characteristics on the intention driving value personal utility was found.
Abstrakt / Utdrag