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Wie entscheiden Initiatoren und Backer im Reward based Crowdfunding? – Theoretische Erklärungsansätze ihres Verhaltens

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Schulte, R., Kizilkan, K. Wie entscheiden Initiatoren und Backer im Reward based Crowdfunding? – Theoretische Erklärungsansätze ihres Verhaltens. ZfKE – Zeitschrift für KMU und Entrepreneurship, 72(1), 23-50. https://doi.org/10.3790/ZfKE.2024.1448702
Schulte, Reinhard and Kizilkan, Katrin "Wie entscheiden Initiatoren und Backer im Reward based Crowdfunding? – Theoretische Erklärungsansätze ihres Verhaltens" ZfKE – Zeitschrift für KMU und Entrepreneurship 72.1, 2024, 23-50. https://doi.org/10.3790/ZfKE.2024.1448702
Schulte, Reinhard/Kizilkan, Katrin (2024): Wie entscheiden Initiatoren und Backer im Reward based Crowdfunding? – Theoretische Erklärungsansätze ihres Verhaltens, in: ZfKE – Zeitschrift für KMU und Entrepreneurship, vol. 72, iss. 1, 23-50, [online] https://doi.org/10.3790/ZfKE.2024.1448702
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Wie entscheiden Initiatoren und Backer im Reward based Crowdfunding? – Theoretische Erklärungsansätze ihres Verhaltens

Schulte, Reinhard | Kizilkan, Katrin

ZfKE – Zeitschrift für KMU und Entrepreneurship, Vol. 72 (2024), Iss. 1 : pp. 23–50

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Duncker & Humblot
DOI
https://doi.org/10.3790/ZfKE.2024.1448702
Language
German
Pages
28

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Author Details

Prof. Dr. Reinhard Schulte, Leuphana Universität Lüneburg, Universitätsallee 1, C6.103., 21335 Lüneburg, Deutschland

  • Prof. Dr. Reinhard Schulte ist Inhaber des Lehrstuhls für Gründungsmanagement an der Leuphana Universität Lüneburg und Direktor des ceta – Centrum für Entrepreneurship in Theorie und Anwendung. Seine Forschung behandelt u.a. die Finanzierung neuer Unternehmen, deren Investitionsverhalten und Wachstum sowie Fragen der Gründungsberatung.
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Katrin Kizilkan, M.A., Leuphana Universität Lüneburg, Universitätsallee 1, C6.103., 21335 Lüneburg, Deutschland

  • Katrin Kizilkan, M.A. ist Doktorandin am Lehrstuhl für Gründungsmanagement an der Leuphana Universität Lüneburg. Ihr Forschungsschwerpunkt ist die Social Media-Kommunikation von Gründenden, insbesondere in Verbindung mit dem Reward based Crowdfunding.
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Abstract

Crowdfunding research has a reputation for being poor in theory and being application-oriented. It is accused of being dominated by descriptive contributions and practical guidelines. The purpose of this article is therefore to take stock of the use of theory in crowdfunding on the basis of relevant academic studies. Using the example of reward-based crowdfunding and with reference to theories that explain the decision-making behaviour of the actors involved, a systematic literature analysis is used to examine which theories explain the decision-making behaviour in reward-based crowdfunding.

Reward based crowdfunding confronts the two main parties involved, namely initiators and backers, with numerous decisions. The initiators have to consider the suitability of rewards-based crowdfunding as a financing and distribution channel and how to structure their campaign, e. g. by choosing a platform, the presentation of services and the accompanying communication activities. Backers, on the other hand, primarily decide whether, what and how much to order.

The aim of the paper is to identify and prioritise the theories used, to show their links to reward-based crowdfunding and to present their contributions to explaining real observations. The results show that the research draws on a very wide range of different theoretical strands, but in particular on Signaling Theory, Theory of Planned Behaviour, Social Identity Theory, Unified Theory of Technology Acceptance and Use, and Social Capital Theory.

Table of Contents

Section Title Page Action Price
II. Teil: State of the Art 23
Reinhard Schulte / Katrin Kizilkan: Wie entscheiden Initiatoren und Backer im Reward based Crowdfunding? – Theoretische Erklärungsansätze ihres Verhaltens 23
Zusammenfassung 23
Abstract 24
I. Hintergrund und Kontext 24
II. Theoretische Konzepte zur Erklärung des Nutzerverhaltens 26
1. Methodik zur Identifikation theoretischer Konzepte 26
2. Überblick über einschlägige theoretische Konzepte und ihre Kernaussagen 30
3. Ein kursorischer Überblick über die wichtigsten Theorien 37
III. Fazit 41
Literatur 43

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