• Sagar
• Ashish Arora

Limited empirical literature exists on the behavior of investors towards crowdfunding investments in spite of the changing regulation landscape in India. To bridge this research gap, the present paper attempts to study (i) the level of awareness among investors regarding the financial investment opportunity offered by crowdfunding, and (ii) the various factors affecting crowdfunding investment decision-making. Primary data were collected from 378 respondents in North India with the help of a questionnaire based survey and analyzed using descriptive analysis and exploratory factor analysis. Findings reveal that the majority of the respondents have no knowledge about crowdfunding and prefer risk free instruments like fixed deposits. Six factors that influence the decision of crowdfunding investments have been identified, which include reward motivation, transparency, financial feasibility, mass communication, convenience and goal orientation.

Crowdfunding; Crowd Investment; Start-up Financing; Investor Awareness; Factor Analysis

"UNDERSTANDING INVESTOR BEHAVIOUR TOWARDS CROWDFUNDING: AN EMPIRICAL ANALYSIS FROM INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.b80-b86, September-2026, Available :http://www.jetir.org/papers/JETIR2609108.pdf

"UNDERSTANDING INVESTOR BEHAVIOUR TOWARDS CROWDFUNDING: AN EMPIRICAL ANALYSIS FROM INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppb80-b86, September-2026, Available at : http://www.jetir.org/papers/JETIR2609108.pdf