HCI researchers find that while soft information, such as
personal information, leads to a more positive perception of
the borrower, it is not enough to reduce borrowing interest
rates [20]. In support of their study, Ortega and Bell,
conclude that ZOPA, a peer-to-peer lending platform
empowers members to construct their financial identities by
allowing them to make complex financial decisions [21].
While this initial research has inspired new best practices
for peer-to-peer lending, few HCI researchers have
explored a motivational perspective despite a demonstrated
link between motivation and online communities [13] [22].
Our research seeks to understand motivations for
participating in the separate, but related field of
crowdfunding in response to the rapid growth of the
phenomenon in the last three years.