Research On The Influence Of The Participation Behavior To Citizenship Behavior Of The Product Crowd-Funding Supporter

With the development of crowd-funding,there are a new way to financing and a new innovation model for small and medium-sized innovative enterprises.The crowd-funding has been a new selection of investment for investor.The government pays high attention to it,because it not only help small and medium-sized innovative enterprises to finance successfully,but also provides a variety of commercial values such as development,design,marketing and so on,for the transformation of enterprise creativity into innovative products.However,The crowd-funding in China is in a dilemma that the group of investor is unable to expand,and some of the crowd-funding platforms continue to be serious.In order to resolve this problem,based on the theory of value creation,the focal points of this research are enhancing the citizenship behavior of supporter and the relationship between participation behavior and citizenship behavior.Based on the theory of perceived value and personality traits,this paper also explores the mediation of perceived value and the moderation of innovativeness of supporters to build the relationship model of internal transformation of the value co-creation behavior.Through questionnaire survey to collect primary data,this paper uses statistical software SPSS for data analysis to test hypotheses.The research findings show that participation behavior has a significant impact on citizenship behavior and can also have an indirect impact on the citizenship behavior through influencing the perceived value of the supporters.This means perceived value plays a mediating role in the internal transformation process of value co-creation behavior.The innovativeness has an important moderating effect on the relationship between participation behavior and perceived value and has no effect on the relationship between perceived value and citizenship behavior.Through the transformation of participation behavior to citizenship behavior,they can get better result of value co-creation.This paper has reference values to increase the quantity of investors and get better progress for crowd-funding.