Factors Underlying Attitude Formation Towards Crowdfunding in India

Abstract

The study is aimed to understand the underlying factors for shaping the attitude of contributors or lenders in crowdfunding. Crowdfunding is an innovative method of raising funds through technological advances. As a large population which is known as “crowd” has shown its interest in this novel approach of raising funds, it is important to recognize the factors influencing attitude formation towards crowdfunding. This study also analyzes the demographic properties of the crowd from previous studies and comparing the same with this study. The data was collected from 142 respondents in India through a structured questionnaire comprised of 15 items. Data was analyzed using various statistical tools like data reliability, sample adequacy, correlation, and regression.

Keywords: attitude, crowdfunding, fundraising, technology