What are the characteristics of crowdfunders in the luxury sector? The contribution of the theory of innovations diffusion

By Léo Trespeuch, Élisabeth Robinot, Pierre Valette-Florence

It’s difficult to isolate and analyze crowdfunders, so an important question continues to fuel controversy: What are the characteristics (personality traits, motivations, socioeconomic profiles) of crowdfunders? This research based on 6 virtual communities of Internet users gathered around innovative projects in watchmaking makes it possible to confirm and complete the profile of crowdfunders and, consequently, innovators. The results highlight: the search for primacy (to be among the first adopters), the search of special advantages and altruism as determinants of innovation adoption. Some managerial recommendations are proposed. JEL Codes: G2, O35, L6


  • crowdfunding
  • innovation
  • netnography
  • social networks
  • horlogery
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