ABSTRACT
The crowdfunding channel provides an exciting way to get the sponsorship of products into the market. Take the donation/reward-based crowdfunding channel, donors typically sponsor one or more projects and they are often repaid using some rewards associated with the project’s development. In practice, different platforms’ foci and the accommodated project types vary greatly. For instance, Kickstarter is often regarded as a creativity-bolstering channel and its user base is often characterized by the early adoption of innovative technological and artistic artefacts. Indiegogo promotes itself as a vehicle of empowerment and passion, which makes this channel more suitable for projects proposed by not only activists and ideologists, but also non-profit campaigners. As a result, crowdfunding may not always be a one-size-fits-all solution for every business practice or product concept.
