“…Academic studies have lagged the large increase in the number of sources, types, and volume of alternative finance. The study of the phenomenon has concentrated largely on dynamics of success and failure (Mollick, ), geographical analysis (Agrawal, Catalini, & Goldfarb, ; Kim & Hann, ), contractual mechanisms (Hornuf & Schwienbacher, ), historical aspects (Everett, ), default risk (Everett, ), the role of platforms (Belleflamme & Lambert, , ), the influence of the banking system (Paulet & Relano, ), transformation of the business angel market (Hornuf & Schwienbacher, ), disintermediation (Rubinton, ), cross‐country comparisons (Tuomi & Harrison, ), and theoretical aspects (Belleflamme, Lambert, & Schwienbacher, ). The vast majority of studies have concentrated on investors and intermediaries (Moritz & Block, ), with surprisingly few studies related to capital seekers or “creators.” This is a significant deficit in the literature, as the potential for the use of a resource is largely dependent on the response and intentions of potential consumers or users.…”