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论文编号：	14811
作者编号：	2120213477
上传时间：	2024/6/12 12:01:16
中文题目：	在线众筹平台中众筹信息对用户参与行为影响研究 ——以“摩点众筹”为例
英文题目：	Research on the Impact of Crowdfunding Information on User Participation Behavior in Online Crowdfunding Platforms —— Take the
指导老师：	张晓飞
中文关键字：	众筹信息；信号理论；用户参与行为；奖励众筹
英文关键字：	Crowdfunding information; Signaling theory; User participation behavior; Reward crowdfunding ?
中文摘要：	众筹，作为一种融资模式，其核心在于汇聚社会公众的零散资金，为特定项目提供资金支持。随着互联网技术的迅猛进步，众筹产业开始呈现出迅猛发展的趋势。尤其对于中小企业而言，众筹在缓解融资难、降低融资成本方面展现出了显著优势。近年来，互联网众筹的发展无疑为中小企业尤其是文化创意领域的创业个人和中小团队，提供了在创业开始阶段获取初始资金的小型融资平台。与追求直接的利润分点的互联网股权众筹及借贷众筹（即P2P）有所不同，奖励众筹的参与者通常投入的资金额较小，并且能够成为众筹发起者的第一批顾客和消费者。正因如此，互联网奖励众筹作为传统风险投资、创业投资以及新兴的互联网股权众筹和借贷众筹的有益补充，正在日益受到社会各界的广泛关注。然而，近来众筹平台也面临用户流失、利润下降等挑战，如何留住用户，需要进一步研究。 本研究旨在探究众筹信息对用户参与行为的影响，以及分析各影响因素的作用机制。本研究首先对16位不同行业、不同年龄的众筹平台用户进行访谈，通过对访谈数据编码分析，构建了用户在消费过程中在意的项目信息的影响的初始模型，并提取了用户对项目信息感知的基本特征。再依据前期研究结果结合信号理论，展开实证检验，并对回收到的5861份数据进行统计分析。研究发现，众筹平台发起者在众筹项目进行前期披露的信息包括内部信号、外部信号以及交互信号等，能够显著影响用户对众筹项目的消费决策。而且，不同的信息密度对投资者的消费和投资意愿起调节作用。本研究着眼于众筹信息对用户参与行为的影响，本文的研究结论对如何提高众筹用户参与意愿进而提高众筹项目表现具有理论与实践意义。
英文摘要：	Crowdfunding refers to the aggregation of funds from the general public to finance specific projects. With the rapid development of the internet, crowdfunding has evolved into a combination of online and offline financing forms, gradually becoming a powerful method to solve financing difficulties and high costs for small and medium-sized enterprises (SMEs). In recent years, internet crowdfunding has become an effective early-stage fundraising method for SMEs, especially for entrepreneurial teams and individuals in the cultural and creative industries. Unlike internet equity crowdfunding and peer-to-peer lending (P2P) that offer financial returns, product crowdfunding involves smaller contributions from supporters who are not only investors but also the earliest consumers of the crowdfunded product or service. Therefore, internet crowdfunding is gaining more attention as a supplementary form of financing to traditional venture capital and emerging internet equity crowdfunding and P2P lending. However, recently crowdfunding platforms have also faced challenges such as user attrition and declining profits. How to retain users requires further Research. This study aims to explore the impact of project information factors on crowdfunding performance and analyze the mechanisms of action of these factors. The research began with interviews with 16 crowdfunding platform users from various industries and age groups. Through coding and analysis of the interview data, an initial model of the impact of project information considered important by users during the consumption process was constructed, and the basic characteristics of users' perception of project information were extracted. Subsequently, empirical testing was conducted based on the preliminary research results, and statistical analysis was performed on the collected data from 5,861 responses. The study found that information on community communication, risk assessment and return expectations, and the initiator's past experience significantly influence users' consumption decisions regarding crowdfunding projects, thereby affecting crowdfunding performance. Moreover, different levels of information density play a moderating role in investors' consumption and investment intentions. Focusing on the impact of project information on crowdfunding performance, internet product crowdfunding serves as an alternative and supplement to traditional financing channels. However, the issue of information asymmetry faced can affect the decision-making of potential supporters. Information on community communication, risk assessment and return expectations, and the initiator's past experience all play crucial roles in the success or failure of product crowdfunding. The revelations emerging from this investigation possess both theoretical depth and practical relevance, offering valuable insights towards enhancing the fundraising capabilities in the realm of crowdfunding.
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