The Study On Factors Influencing The Amount Of Crowdfunding For Publishing

As a product of the combination of crowdfunding and publishing,crowdfunding publishing is a new publishing model.Different from the traditional publishing process,the crowdfunding publishing process mainly includes six stages: topic selection planning stage,application stage,approval stage,financing stage,project implementation and return,ordinary readers become the key to publis hing,any readers can participate in the publishing process in the form of financial support,when the publishing project to raise the target amount of money can achieve publishing,breaking through the high threshold of traditional publishing.At the same time,crowdfunding publishing also has the advantages of publishing content,publicity and popularization,distribution process is simple,market testing,and so on,to promote the development of the publishing industry.With the rapid development of mobile internet technology,the popularization of online payment methods,and the promotion of “Reading for all”at the national level,crowdfunding publishing shows a good development trend.At present,the development of foreign crowdfunding publishing presents many characteristics,such as high number,high fund raising rate,high success rate,and the establishment of a large number of well-known professional crowdfunding platforms.Compared with the current situation of foreign crowdfunding publishing,our country has a small number of crowdfunding publications and a low amount of fund raising,at the same time did not form a professional crowdfunding platform,and the gap between foreign crowdfunding publishing development.Raising the target amount of crowdfunding is the key to the realization of publishing,therefore,raising the amount of crowdfunding publishing is the direction that the crowdfunding operator should pay attention to,so it is necessary to study the influence factors of the amount of crowdfunding.It is different from the domestic scholars that focus on the business model,current situation,financing risk and so on,and focus on the use of qualitative research methods,through the use of comparative analysis and empirical analysis on the impact of the amount of crowdfunding publishing factors,research methods and research perspective have some innovation.Taking the three crowdfunding platforms,modian.com,jd.com crowdfunding,and creating new products,which are still in operation in C hina and ha ve a certain reputation,as research objects,and taking the426 crowdfunding publishing projects on these three crowdfunding platforms as research samples,based on the theory of value co-creation and 4R marketing,14 hypotheses affecting the amount of crowdfunding funding are put forward,and an empirical analysis is made by constructing a multiple ordered Logit regression model.The results show that there is a significant positive correlation between book type,minimum investment amount,number of supporters,target amount,number of Project Updates,number of FAQ,number of reviews,image of sponsor,and return grade However,the two variables of book catalog and platform visibility were negatively correlated with the amount of fund-raising,while the three variables of video display,sponsor introduction and return method were not significantly correlated with the amount of fund-raising.Based on this,this paper puts forward that we should attach importance to the realization of value co-creation by sinking users,insist on content innovation to establish links,respond to comments in time to improve the reaction ability,and utilize opinion leaders to carry out relationship marketing,in order to promote the development of the publishing industry and s trengthen the strength of our cultural industry,we should adopt the multi-gradient return strategy of “Material +spirit”.