网络口碑、感知质量和感知品牌对出版众筹参与意愿的影响机制研究——基于直接经验的调节作用

发布时间：2018-02-04 07:41

本文关键词： 出版众筹网络口碑直接经验感知质量　出处：《预测》2017年01期 　论文类型：期刊论文

【摘要】：本研究采取问卷调查的方法,以207个有效样本为研究对象,探讨了网络口碑、感知质量和感知品牌与出版众筹参与意愿的关系以及投资者直接经验的调节作用。研究结果显示:网络口碑、感知质量和感知品牌对出版众筹参与意愿均有显著正向影响;投资者的直接经验在网络口碑和出版众筹参与意愿之间起负向调节作用,在感知质量和出版众筹参与意愿之间起正向调节作用,在感知品牌和出版众筹参与意愿之间没有起到调节作用。根据研究结论,提出相应的管理启示。
[Abstract]:This study takes 207 valid samples as the research object and probes into the network word-of-mouth by the method of questionnaire. The relationship between perceived quality and perceived brand and the willingness to participate in the publication and the direct experience of investors. The results show that: online word-of-mouth. Perceived quality and perceived brand have a significant positive impact on the willingness of public funding to participate; The direct experience of investors plays a negative role in regulating the online word-of-mouth and the willingness to participate in the publication crowdfunding, and plays a positive role in regulating the perceived quality and the willingness to participate in the publication crowdfunding. It does not play a role in regulating the perceived brand and the willingness of the publishing public to participate. According to the conclusion of the study, the corresponding management enlightenment is put forward.
【作者单位】：上海理工大学管理学院;上海出版印刷高等专科学校;
【基金】：国家社会科学基金重点资助项目(12&ZD024) 教育部人文社会科学研究规划基金资助项目(14YJA860001) 上海市教委科研创新资助项目(15ZS093)
【分类号】：G230.7-F
【正文快照】： 1引言随着互联网的蓬勃发展,一种新的商业模式应运而生——众筹(crowdfunding)。所谓众筹,即利用互联网的传播模式,让项目的发起者通过互联网平台向大众展示他们的创意,获取受众的关注,从而赢得大家的青睐,最终获得所需要的资金支持。众筹并非捐赠,参与者的所有支持是要有相应

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