Research On The Factors Influencing The Effect Of Crowdfunding For Niche Books Publishing

[Purpose] In the context of personalized reading demand and market segmentation,niche books have great potential for development,but they are stuck in the situation of difficulty in publishing and selling books due to the narrow audience.Although crowdfunding publishing brings new publishing channel for the publishing of niche books,there are still many problems in its development in China.This research collects data from the well-known crowdfunding platform Kickstarter's Niche Books project and explores the factors that affect the effect of niche books crowdfunding.So that to learn from the overseas successful experience of crowdfunding for niche books,and to explore ways to promote the crowdfunding for niche books in China in a healthy and sustainable way,also to provide reference and to advance the development of the publishing industry.[Methods] In this study,literature research and network survey were used to understand the current situation and dilemma of crowdfunding for niche book publishing and determine the research direction.Based on herding effect,Asymmetric Information theory,and Theory of Consumption values,the research model is constructed from four aspects: herding effect,project information quality,perceived value factor and other factors that may affect it.Then,put forward the research hypothesis.Crawler tools and manual collection are used to collect information about niche book publishing crowdfunding projects that have been funded since the Kickstarter was established and ended on March 1,2020.The data were screened and processed to eventually retain 2690 valid samples.Translate,interpret and screen the collected data,use SPSS19.0 for descriptive analysis,correlation analysis,multiple linear regression analysis and interpret the results.[Results] After processing the data,multiple linear regression analysis was performed.According to the test level of 0.05,the overall regression of the model was valid(F=859.302,p<0.05),which was statistically significant.The number of supporters,target amount,update number,and return gradient in the independent variables have a significant positive effect on the actual fundraising amount of the niche book crowdfunding on the Kickstarter platform(? values are 0.883,0.019,0.027,0.048,p<0.05);initiated The natureof the person,whether there are recommendations,or whether there are videos all have a significant impact on the actual fundraising(? values are 0.025,0.021,0.017,p<0.05);the number of messages has a significant negative impact on the actual fundraising(?= ?0.059,p<0.05);and the minimum investment amount,financing period,and whether the return has added value have no significant effect(? value is 0.015,0.011,0.014,p>0.05).[Conclusions] Based on the analysis results,it is found that the effect of herd behavior on the amount of crowdfunding has both advantages and disadvantages.The higher the target amount,the higher the actual amount of crowdfunding for niche books,and the information quality of the project has a significant impact on the actual funding amount.It is suggested that project initiators of crowdfunding for niche book publishing set reasonable crowdfunding goals,attach importance to the presentation of project information quality,and strengthen community communication and project publicity.It is recommended that cultural institutions with publishing houses as the core create multi-level publishing crowdfunding platforms,attach importance to improving the quality of crowdfunding publications,improve relevant systems and pay attention to the protection of intellectual property rights.