Abstract

BERNARDES, Bartos  and  LUCIAN, Rafael. Brazilian and Portuguese consumers’ behavior on crowdfunding platforms. Rev. Portuguesa e Brasileira de Gestão [online]. 2015, vol.14, n.1, pp.26-36. ISSN 1645-4464.

This study aimed to understand the loyalty behavior of Brazilian and Portuguese consumers in crowdfunding phenomenon. For Cocate and Pernisa Junior (2011), the term crowdfunding is used to designate collective financing sites for the implementation of projects, cultural or personal. The adopted methodological approach was a descriptive research supported with survey data collected from the Brazilian and Portuguese supporters in major crowdfunding platforms of these countries, Catarse and PPL, respectively. The analysis method was descriptive, using descriptive statistics to provide frequencies and Mann-Whitney test for analysis of variables. It was concluded that some records had specific contributions in influencing this behavior, being the co-creation of value, reward, and sense of belonging the most important.

Keywords : Crowdfunding; Loyalty; Co-Creating Value; Reward; Sense of Belonging.

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