“You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters

Authors

DOI:

https://doi.org/10.29149/mtr.v6i1.6406

Keywords:

Crowdfunding, Consumidor Online, Catarse, Inovatividade.

Abstract

New forms of commercialization are emerging and strengthening for different consumer audiences. The appeal of crowdfunding and the collaborative way of participating in differentiated projects led to the emergence of interesting platforms, such as Catarse. This is a platform to show the works and projects of developers from Brazil in different themes and areas. This study approached the game development area, presenting the context of this universe and results on the motivations and perception of consumers/financiers of this type of product. Funders relate to well-designed campaigns - informative and visually attractive - with a sense of confidence in the project. Another interesting result was that, despite the fact that there were projects perceived as innovative, this characteristic did not influence consumer behavior, and the perceived quality and perceived price were the points most addressed and that showed the greatest importance for the interviewees. With regard to the platform, it was possible to observe that Catarse is perceived as an already established brand and that its history, transparency, and representativeness were the factors that most influenced the site's feeling of trust.

Author Biographies

Thaisa Barcellos Pinheiro do Nascimento, Universidade de São Paulo

Currently a doctoral student in Business Administration at the University of São Paulo (USP), Master in Business Administration at the Federal University of Lavras (UFLA) and graduated in Forestry Engineering at the Federal University of Lavras (UFLA).

Marcos Giovane da Silva, Universidade Federal de Lavras

He is currently doing a Master's degree in Business Administration at UFLA. Graduated in Business Administration from UFSJ.

Alyce Cardoso Campos, Universidade Federal de Lavras

Currently a doctoral student in Business Administration at the Federal University of Lavras (UFLA), Master in Business Administration at the Federal University of Lavras (UFLA) and graduated in Business Administration at the Federal University of Juiz de Fora - campus Governador Valadares (UFJF-GV).

André Grützmann, Universidade Federal de Lavras

Adjunct professor at the Federal University of Lavras (UFLA), in the Computer Science Department. PhD in Administration from the Federal University of Lavras (UFLA), Master in Business Administration from the Federal University of Santa Catarina (UFSC) and graduated in Computer Science from the Federal University of Santa Catarina (UFSC).

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Published

2021-03-24

How to Cite

Barcellos Pinheiro do Nascimento, T., Giovane da Silva, M., Oliveira Junior, M., Cardoso Campos, A., & Grützmann, A. (2021). “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters. Marketing & Tourism Review, 6(1). https://doi.org/10.29149/mtr.v6i1.6406

Issue

Vol. 6 No. 1 (2021): MTR JAN-JUL

Section

Artigos

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Copyright (c) 2021 Thaisa Barcellos Pinheiro do Nascimento, Marcos Giovane da Silva, Marcelo Oliveira Junior, Alyce Cardoso Campos, André Grützmann

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