FACTORS AFFECTING EQUITY CROWDFUNDING INVESTMENT IN KUALA LUMPUR, MALAYSIA

Nowadays the widespread users of crowd funding platform and the amount of money raised by this platform continue to increase. However, Malaysia's crowd funding market is still relatively small compared to some other countries such as China, Japan, the United States, and the United Kingdom. This research investigates the factors influencing equity crowd funding investment in Kuala Lumpur, Malaysia. Applying convenience sampling, 103 respondents have participated in the survey. After analyzing the data by means of reality test, correlation test, and logistic regression test, the results show return on equity crowd funding is a significant factor attracting the investors, while other factors such as easier process, ownership, and social impact are found to be not significant. The results of this research indicate that Malaysia can improve its crowd funding market by attracting the investors through offering high return on the projects