Purpose

Serial crowdfunders are vital to the advancement of crowdfunding, either by launching subsequent campaigns or by mentoring novice (first-time) crowdfunders. However, research on crowdfunders’ drivers has focused on either novice crowdfunders’ motivations or the factors contributing to serial crowdfunders’ success. The present study aims to complement existing knowledge on serial crowdfunders by exploring behavioral and well-being aspects that drive novice crowdfunders to become serial crowdfunders.

Design/methodology/approach

Data on crowdfunders were retrieved through in-depth interviews with 42 novice and 17 serial crowdfunders on a list provided by the largest crowdfunding platform in Israel. Complementary data were collected from interviews with the chief executive officers (CEOs) of two leading rewards and donations platforms in Israel and from the contents of the pages of crowdfunding campaigns. A four-stage process of content analysis was applied.

Findings

Novice and serial crowdfunders follow different logics. While novice crowdfunders’ motivations and behavior can mostly be explained by the theory of planned behavior (TPB) and follow a more rational process, serial crowdfunders’ motivations and behavior are guided by aspects of well-being.

Originality/value

The findings show that the more rational process described by the TPB and the dimensions of well-being interacts in a circular way to motivate serial operations by crowdfunders. Well-being is also manifested in the maintenance of social ties and the development of social capital, which are crucial for serial entrepreneurs.

中文翻译：

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从新手到连续众筹者的转变：行为前因和幸福驱动因素

目的

连续众筹对于众筹的发展至关重要，无论是通过发起后续活动还是通过指导新手（首次）众筹。然而，对众筹驱动因素的研究主要集中在新手众筹的动机或促成连续众筹成功的因素上。本研究旨在通过探索促使新手众筹者成为连续众筹者的行为和福祉方面来补充关于连续众筹者的现有知识。

设计/方法/方法

众筹数据是通过对以色列最大众筹平台提供的名单上的 42 名新手和 17 名连续众筹者的深度访谈检索得到的。补充数据来自对以色列两个主要奖励和捐赠平台的首席执行官 (CEO) 的采访以及众筹活动页面的内容。应用了一个四阶段的内容分析过程。

发现

新手和连续众筹者遵循不同的逻辑。虽然新手众筹者的动机和行为大多可以用计划行为理论（TPB）来解释并遵循更理性的过程，但连续众筹者的动机和行为则受幸福感方面的指导。

原创性/价值

研究结果表明，TPB 所描述的更合理的过程和福祉的维度以循环方式相互作用，以激励众筹者的连续运作。福祉还体现在社会纽带的维持和社会资本的发展上，这对连续创业者来说至关重要。