回报众筹中社会认同对投资者决策的作用——基于群体情绪及效能路径的分析

发布时间：2018-04-21 09:27

本文选题：回报众筹 + 投资者决策　；参考：《商业研究》2017年03期

【摘要】：本文分别以两个众筹项目为背景蓝本,实证研究多元社会认同如何通过群体情绪、自我和群体效能影响众筹投资者决策。研究发现:与众筹项目内容相关的认同通过情绪路径或效能路径影响投资者行为,与众筹项目发起者相关的认同则只通过效能路径影响投资者行为,并且两类社会认同对各路径的作用是一种调节关系;投资者中就业和非就业群体的决策过程不同,群体情绪主要对非就业投资者有显著影响,效能对非就业和就业投资者均有显著影响,这证实了不同类型众筹投资者决策的"理性、感性"异质性。本研究揭示了社会认同在投资者决策过程中的影响机制,为众筹行业提供了针对不同类型投资者凸显社会认同从而提高融资成功率的新视角。
[Abstract]:Based on the background of two crowdfunding projects, this paper empirically studies how multivariate social identity influences crowdfunding investors' decision-making through group emotion, self and group effectiveness. The study found that identity related to crowdfunding project content affects investor behavior through emotional path or efficacy path, while identity related to crowdfunding project sponsors affects investor behavior only through efficiency path. Moreover, the two kinds of social identity have a moderating relationship to each path, and the decision-making process of the employment and non-employment groups among investors is different, and the group sentiment has significant influence on the non-employment investors. Efficiency has a significant impact on both non-employment and employment investors, which confirms the "rational, perceptual" heterogeneity of decision-making among different types of crowdfunding investors. This study reveals the influence mechanism of social identity in the decision-making process of investors, and provides a new perspective for different types of investors to highlight social identity in order to improve the success rate of financing.
【作者单位】：深圳大学管理学院;中南大学商学院;
【基金】：国家社会科学基金项目;项目编号:14BJY008 广东软科学项目;项目编号:2014A070703061 湖南省哲学社会科学基金项目;项目编号:12JD75
【分类号】：F832.5

【相似文献】