Why supporters contribute to reward-based crowdfunding

Purpose The purpose of this paper is to provide empirical evidence on the motivation of supporters to contribute resources to reward-based crowdfunding campaigns. Design/methodology/approach The paper reports results from a survey combining open and closed questions, addressing supporters of reward-based crowdfunding campaigns in the field of video game development. Publicly available data from a large crowdfunding website complements the approach. Findings Two groups of supporters emerge from the data: one group derives motivation almost exclusively from a purchasing motive, the other group displays the purchasing motive alongside an altruistic and involvement motive. There is little indication that social acknowledgement plays a role for supporter motivation. Supporters rely on the evaluation of previous activities of an entrepreneur to judge trustworthiness. Originality/value The manuscript offers empirical insights into the previously scarcely researched question why supporters contribute to reward-based crowdfunding. These insights inform research on reward-based crowdfunding and help entrepreneurs considering reward-based crowdfunding as a way to fund entrepreneurial activities.