Antecedents and Consequences of Relationship Motivation in Reward-Based Crowdfunding

This study aims to identify the antecedents and consequences of relationship motivation in the reward-based crowdfunding context. The findings from analyzing transaction data and survey responses from 302 contributors suggest the significant effects of the engagement and interactivity of a campaign on the formation of relationship motivation. This study also finds that relationship motivation is related to higher funding amounts and that the association is stronger during the campaign’s earlier stages. This study contributes to the literature by examining the drivers and roles of relationship motivation in a crowd-driven platform context. It also provides practical implications to guide the relationship-building strategies of creators.