| 蔡莹莹,岳中刚.众筹融资成功的影响因素研究——以“点名时间”为例[J].南京邮电大学学报(社会科学版）,2016,(02):53~62 |
| 众筹融资成功的影响因素研究——以“点名时间”为例 |
| Factors affecting the success of crowdfunding: the case of the “Demohour” |
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| 中文关键词: 众筹 融资 感知风险 感知收益 信任度 |
| 英文关键词:crowdfunding financing perceived risk perceived benefits trust |
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| 中文摘要: |
| 众筹是以网络为依托，借助信息平台和社交网络，实现投融资双方需求直接对接的新型融资模式。目前，交易成功率成为限制众筹发展的瓶颈。基于信任理论，构建众筹投资人投资行为的影响因素模型，以“点名时间”为研究对象，验证感知风险、感知收益、信任度三个维度的关键影响因素与众筹成功的关系。实证结果表明：投资人的风险感知负向影响众筹成功率，融资人通过合理地缩减融资目标及期限能弱化项目风险。投资人对收益和信任度的感知能显著地促进众筹项目的成功，提高项目质量、加强项目互动、丰富回报种类均能有效提高众筹成功的可能性。 |
| 英文摘要: |
| Crowdfunding is a web based financing mode, using information platform and social network to achieve financial support. Currently, low successful transaction rate constitutes a restriction to its development. Based on the theory of trust, we constructed a model of investment behavior in the case of “Demohour”, and studied the relevance of perceived risk, perceived benefits and trust to successful crowdfunding rate. Empirical evidence shows that perceived risk has negative effects while perceived benefits and trust can contribute significantly to successful crowdfunding. Financiers are suggested to weaken project risks through reducing financing objectives and deadlines reasonably, and to increase successful crowdfunding rate by improving project quality, strengthening interaction and increasing the varieties of rewards. |
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