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Purpose Although 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/approach This study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers. Findings Eight 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/implications The 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/value This study applies three motivational orientations and reflects the characteristics of product categories of rewards.
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Stored only when both papers are in the corpus — 12 citations exist upstream.
Papers that cite the same references — the relational fallback while embeddings are still backfilling.
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