To buy or to back? Backers' motivations for fashion crowdfunding projects

Abstract

PurposeAlthough fashion products feature a short lifespan owing to rapid changes in trends, fashion is one of the most active sectors in reward-based crowdfunding. This study aims to explore what drives backers to be involved in fashion projects despite the delay in obtaining rewards.Design/methodology/approachThis study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers.FindingsEight dimensions of backers' motivations were identified: altruism, enjoyment, novelty, information, economic incentive, reward, recognition, and social relationship. The finding was validated by testing the relationship with external variables.Research limitations/implicationsThe findings provide the empirical foundation for studies on reward-based crowdfunding motivation and marketing strategy development appealing to backers' specific motivations. They highlight the importance of motivations in funding fashion projects and sharing information.Originality/valueThis study applies three motivational orientations and reflects the characteristics of product categories of rewards.