Motivational factors of investors of the crowdfunding platform Investown

This bachelor’s thesis deals with a specific model of real estate crowdfunding, which has become increasingly popular in recent years. The aim of the thesis is to identify the motivational factors of investors on the crowdfunding platform Investown and, based on them, to propose an appropriate acquisition strategy for acquiring new users. The thesis is divided into a theoretical and a practical part, with the theoretical part providing the necessary theoretical framework for the entire thesis and describing the methodology used. The practical part is devoted to the analysis of in-depth semi-structed interviews with nine respondents, which were transcribed verbatim and subsequently coded. The analysis shows that the main motivation of investors is the protection of capital against inflation combined with the desire to build assets, while investors are primarily oriented towards the yield percentage in investment offers. The research futher identified trust as an essential element that influences users‘ willingness to invest through the platform. At the same time, it was shown that social interactions and socio-psychological effects significantly influence the decision-making process of investors. Based on the findings from the practical part of the work, the aforementioned acquisition strategy proposal is developed, primarily including strenghtening marketing communication in combination with the introduction of education and a system of transparent communication regarding problematic projects, along with the creation of an official Investown community.