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This study investigates the various motivations to equity crowdfunding in Malaysia. A total of 169 responses from survey questionnaires are used to test the relationships using Structural Equation Modelling-Partial Least Squares. Investigation into the influence of both intrinsic and extrinsic motivators on the willingness to support equity crowdfunding shows that the financial motive is insignificant in influencing the decision. Among the intrinsic motivators, aesthetic value, emotional value, novelty and trust are highly significant and the desire to be part of a community is the only intrinsic motivator that is insignificant. The willingness to support has a positive influence on the likelihood to invest in equity crowdfunding. [ABSTRACT FROM AUTHOR]