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Abstract : The aim of this paper is to provide guidelines for entrepreneurs who engage in equity crowdfunding for financial resources. By identifying the behavior and reaction of investors based on the types of motivation to a capital venture, entrepreneurs can have a better understanding of their investment in decision making process. The present article provides a conceptual evidence on the motivational factors for Malaysian investors to invest through online equity crowdfunding for mutual benefits. Literature study was done using the existing Journal articles, consultation papers, government reports and online articles and the investment motivational factors are identified using extensive content analysis and face validity procedures to obtain the common factors for investment in crowdfunding. The research model for motivation in equity crowdfunding was constructed with two major categories which are intrinsic motivation and extrinsic motivation. Intrinsic motivation involves individual behavior while extrinsic motivation is generated through external influence. Short term and long term investors’ reactions on motivational factors were added in the research model. Short term and long term investors operate on varies motivational factors act as a moderating variable which is the unique feature of the present study. In addition, the investor’s risk appetite on equity crowdfunding moderates the relationship between motivational factors and investor decision. It is worthwhile, to study whether youngsters have different choice of motivational factors than elders since elders generally go for calculative risks. Thus, the present study focuses on identifying the motivational factors to help entrepreneurs to plan their business strategy in online equity crowdfunding. Besides, entrepreneurs can utilize different strategies on different motivational factors of their targeted investors. Entrepreneurs have to focus more efficiently on their project investment to have a win-win situation for them and to the end customers