Motivating to Co-create Value in Crowdfunding – „” Platform Case Cover Image

Motywowanie do współtworzenia wartości – rozważania na przykładzie platformy crowdfundingowej „”
Motivating to Co-create Value in Crowdfunding – „” Platform Case

Author(s): Marcin Awdziej, Magdalena Krzyżanowska, Jolanta Tkaczyk
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Rzeszowskiego
Keywords: crowdfunding; motivation; value co-creation

Summary/Abstract: The aim of the article is to organize the themes related to the co-creation of value on the ex-ample of the largest Polish “” crowdfunding platforms, operating on the market since 2011. The authors formulated two main research questions 1) How project creators motivate funders to support projects? 2) Did the project creators take care of long-term relationships with funders?Due to the purpose of the study and the context (virtual environment) as a research method netnography was selected. Deductive content analysis of the descriptions of 108 successful pro-jects and users’ comments from the “Music” category was conducted to identify and analyze the ways of motivating funders.The research study revealed that in the “Music” category dominated appeals to intrinsic mo-tivations, in particular the social ones (such as enjoyment in being part of a community, patronage- support, encouragement, financial help and sense of cooperation). Extrinsic motivations were rare. Project creators did not attempt to develop and nurture long- term relationships with funders.

  • Issue Year: 2016
  • Issue No: 45
  • Page Range: 41-49
  • Page Count: 9
  • Language: Polish