CROWDFUNDING AWARENESS AND ADOPTION INTENTIONS IN NORWAY

Intention – Crowdfunding platforms offer a realistic solution to the issue of restricted capital in impoverished nations. This thesis seeks to examine the determinants that impact Norwegians intentions to embrace crowdfunding and evaluate the level of awareness, understanding, and willingness to engage in crowdfunding. Method – The given hypotheses consider the issues emphasized in previous conceptual research and are grounded in the Theory of Planned Behavior. This investigation employs a quantitative research methodology. A total of 243 individuals took part in an online survey specifically designed for Norwegian residents in order to collect data. The analysis was conducted using Lavaan software, and several quality checks were performed to confirm the accuracy of the findings. Results – The findings indicate that individuals' willingness to adopt crowdfunding is significantly influenced by their attitude towards crowdfunding, interest, and subjective norms. Gaining a comprehensive understanding of crowdfunding is crucial for developing these beliefs and expectations. Prior familiarity with online financial transactions and trust in crowdfunding platforms have a beneficial impact on financial contribution intention. The survey further indicates that Norwegian citizens have a limited understanding of crowdfunding. Value – This thesis conducts a comprehensive analysis of awareness, attitudes, and behavioral intentions, yielding valuable insights into financial contribution intention in Norway. By addressing the acknowledged lack of information and employing the suggested catalysts, stakeholders can enhance the progress of crowdfunding in Norway. Keywords - attitudes, subjective norms, familiarity, awareness, perceived ease of use, trust, online financial transactions, educational activities, awareness, crowdfunding, Norway, intentions, adoption, Lavaan, Theory of Planned Behavior.