A Study On The Influencing Factors Of Crowdfunding Publication’s Participation Behavior

Oriented in the United States, Crowfundinghas become one of the new online business model under the background of big data..Since 2006, it has been spread rapidly in countries and regions around the world.No matter in abroad or domestic, the main content of the crowfunding is the cultural creative projects, where the publication is active and prominent in financing projects.As a new publishing model, crowfunding publication has helped the author or publisher finance to the public through the crowfunding network platform, and it is viewed as a specific practice from publishing to “internet + publication”. With the rapid development of digital information technology and e-payment, crowfunding publication started to be known by the public. The practice of crowfunding publication innovated the traditional publication model and brought new blood in it. Since the crowfunding publication raise funds through the public, how to stimulate them to participate and public books successfully is the direction required efforts to both project sponsors and the crowfunding platform.This paper will conduct the empirical quantitative research about the behavior of domestic subscriber or reader to participate in crowfunding publication, to find the specific factors make influence on it, then provide the valuable suggestions to publication authors, sponsors of crowfuding publication projects and the construction of the crowfunding website platform.This study will start with the perspective of the participants, to investigate the crowfunding publication in view of communication. Firstly, it will analyze the concept and features of crowfunding and crowfunding publication, to explore internal and external causes, operation mechanisms and domestic existence form of crowfunding publication’s development, meanwhile, to analyze the dissemination characteristic of crowfunding publication from the perspective of communication. Secondly, on the basis of domestic document analysis and small interviews, this paper partly use the integrated technology acceptance model for references, put forward the model about influence factor of crowfunding publication’s participation, and then make assumptions about variable relationship in the model. After the operational definition of variables, this paper designed the questionnaire about influence factor of crowfunding publication’s participation on the basis of previous relevant researches and actual truth, and then put the questionnaire in the professional survey network platform after it has been modified, and collect the data by the means of sending private letter link in the crowfunding platform website. Again, after collecting the sample data, this paper use social statistics methods to process and analyze the data, and use the combination between structure equation model and sample data to fit the assumption model.This paper put forward 12 assumptions, among them, 8 have been proved to be fully established, 1 was partly established and 3 was not hold at all. This study was from the perspective of participants, to make research about the crowfunding publication, the new publication model, which is not only useful for public to get a deeper understanding of crowfunding publication, to fill the vacancy about the influence factor of crowfunding publication’s participation, but also provide valuable theoretical foundation for grasping the development trend of crowfunding publication, and promote its rational and long-term development.