投资者参与奖励型众筹行为影响因素的实证研究

发布时间：2018-06-04 13:47

本文选题：投资者 + 奖励型众筹　；参考：《江苏科技大学》2017年硕士论文

【摘要】：经济全球化和互联网的普及使众筹模式得到了快速的发展,但在四种众筹模式中奖励型众筹的发展速度和规模尤为突出。奖励型众筹模式是消费者参与产品或服务的创造、生产等过程的重要渠道。众筹模式的采用不仅解决了项目团队缺少资金的难题,也充分利用了大众投资者的智慧。因此,奖励型众筹项目中大众投资者的参与对于项目的成功非常重要。本研究期望回答的学术问题是“中小企业、创业者和众筹平台可以从哪些方面吸引大众投资者积极参与奖励型众筹项目,并提高项目的成功率”。本文从对众筹的已有研究开始,总结了众筹的行业应用、理论模型、参与者动机和项目成功的影响因素,并对大众参与行为和网络环境下用户参与动机的相关研究进行梳理。接着,对众筹、奖励型众筹、消费价值理论等进行回顾,在此基础上寻找出目前理论研究的不足,从而确立了本文的研究主题。为了能够从多角度更好地解释投资者参与奖励型众筹的行为,本文运用扎根理论的方法对案例进行分析提取相关影响因素,同时引进技术接受模型和借鉴消费价值理论探讨投资者参与奖励型众筹行为的影响因素。最后,本文通过文献阅读、问卷调查、SPSS等研究方法和工具,探讨了经济价值、社会价值、体验价值、项目价值和网站驱动价值是否会对投资者的参与行为产生显著影响。研究结果表明经济价值、社会价值、体验价值和项目价值对投资者参与奖励型众筹的意愿起显著影响,经济价值、社会价值、体验价值、项目价值和网站功能价值对投资者的参与行为其显著影响。同时,参与意愿在经济价值、社会价值、体验价值和项目价值对投资者参与行为影响的过程中起到了中介作用。本文还对以上研究结果进行了分析,并在此基础上提出了项目发起者如何吸进投资者参与奖励型众筹,众筹平台如何更好的为众筹参与者服务,从而达到提高项目成功率的目的。文章最后阐述了本文研究的局限性,提出了未来的研究方向。
[Abstract]:The economic globalization and the popularization of the Internet make the crowdfunding mode develop rapidly, but in the four kinds of crowdfunding models, the development speed and scale of incentive crowdfunding are particularly prominent. Incentive crowdfunding model is an important channel for consumers to participate in the process of product or service creation and production. The adoption of crowdfunding model not only solves the problem of lack of funds for project teams, but also makes full use of the wisdom of mass investors. Therefore, the participation of public investors in incentive crowdfunding projects is very important for the success of the project. The academic question that this study expects to answer is: "what aspects can small and medium-sized enterprises, entrepreneurs and crowdfunding platforms attract public investors to actively participate in incentive crowdfunding projects, and improve the success rate of the projects?" This paper begins with the existing research on crowdfunding, summarizes the industry application of crowdfunding, theoretical models, participants' motivation and the factors influencing the success of the project, and combs the relevant research on popular participation behavior and user participation motivation under the network environment. Then, the author reviews the theory of crowdfunding, incentive crowdfunding and consumption value, and finds out the deficiency of the current theoretical research, thus establishing the research theme of this paper. In order to better explain the behavior of investors participating in incentive crowdfunding from many angles, this paper uses the method of rooting theory to analyze and extract the relevant influencing factors. At the same time, we introduce the technology acceptance model and the consumption value theory to explore the influence factors of investors' participation in incentive crowdfunding behavior. Finally, this paper discusses whether economic value, social value, experience value, project value and website driven value will have a significant impact on the participation behavior of investors through literature reading, questionnaire survey, and other research methods and tools, such as economic value, social value, experience value, project value and website driven value. The results show that the economic value, social value, experience value and project value have a significant impact on the willingness of investors to participate in incentive crowdfunding, economic value, social value, experience value, The project value and the website function value have significant influence on the investor's participation behavior. At the same time, the willingness to participate plays an intermediary role in the process of economic value, social value, experience value and project value. Based on the analysis of the above research results, this paper puts forward how the project sponsors attract investors to participate in the incentive crowdfunding, and how to better serve the crowdfunding participants on the crowdfunding platform. In order to achieve the goal of improving the success rate of the project. At the end of the paper, the limitations of this study are expounded, and the future research direction is proposed.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.5

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