Srovnání postojů generací Y a Z ke crowdfundingu

Abstract

This thesis compares the attitudes of Generations Y and Z toward crowdfunding and examines the factors influencing their willingness to engage in campaigns on donation-based and reward-based platforms. By integrating theoretical knowledge of consumer behavior with the results of an original questionnaire survey, it evaluates the key motivations and barriers for both digitally savvy generations. The research reveals specific differences in how Millennials and members of Generation Z perceive the credibility of platforms and what drives them to support projects. The work provides concrete insights into the attitudes of these groups and offers practical recommendations for campaign creators on how to effectively target their communication and increase the success of their projects in the online environment.