Participation Motivation of Generation Y and Generation Z Backers in Crowdfunding for Publishing Sectors

Abstract

This study aimed to explore the motivations behind participation in publishing crowdfunding, specifically targeting Generation Y and Generation Z who supported the “Celtic Mythology Illustrated Project”. Thus, this study conducted Focus Group Interviews with three individuals from each generation, randomly sampled between May 1st and May 31st, 2023, to collect data. This data was then analyzed using Van Kaam's phenomenological analysis method. The results revealed that Generation Y recognize publishing crowdfunding as embodying both support and investment characteristics, agreeing on its necessity. Among the factors of self-determination, autonomy, and relatedness were found to be linked to their intrinsic motivation and intention to participate. Additionally, economic motives and the desire for social recognition appeared as their extrinsic motivations. In contrast, Generation Z perceives publishing crowdfunding as a concept characterized by support and communication, concurring with its necessity. Moreover, for Generation Z, all three sub-factors of self-determination—competence, autonomy, and relatedness—were observed in their intrinsic motivations, whereas only economic motives were identified as extrinsic motivations. This study confirmed differences in the motivations of Generation Y and Generation Z for participating in publishing crowdfunding. It also suggests that creators in the publishing field can enhance crowdfunding participation by strengthening supporters' self-determination from these generations, thereby increasing their intrinsic motivation.