Abstract
AbstractSubscription-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.
Funder
Deutsche Forschungsgemeinschaft
Johann Wolfgang Goethe-Universität, Frankfurt am Main
Publisher
Springer Science and Business Media LLC