| Crowdfunding is a new financing model that relies on the Internet and realizes the direct connection between demand and supply through unique trading platforms and social media.In recent years,publishing crowdfunding,a subcategory of crowdfunding,has been developing for a long time.The quantity and quality of successful crowdfunding projects occupy a significant position in crowdfunding platforms.With the development of publishing integration,the model of crowdfunding + publishing has achieved remarkable results for the development of traditional publishing industry,among which the research on crowdfunding consumers is of great importance.However,with the change of the development environment of crowdfunding,it is difficult for existing researches to track the latest development status of crowdfunding publishing.Therefore,based on the perceived quality theory and social exchange theory,and on the basis of previous studies,interview content and characteristics of crowdfunding publishing,this thesis divides the dimensions of influencing factors of crowdfunding publishing: characteristics of sponsors,perception of project quality,perception of project risk and perception of project benefit,and determines the research model.Through the collection and analysis of questionnaire data,it is verified that sponsor characteristics,project quality perception,project risk perception and project benefit perception all have a positive impact on consumer investment intention,and sponsor characteristics have a significant mediating effect between project quality perception,project risk perception,project benefit perception and investment intention.It proposes that promoters should adhere to the principle of combining social benefits with economic benefits and strengthen the ability to show and tell good stories;Crowdfunding platforms should strengthen the protection of consumers’ investment rights and interests,and deepen the closeness between them and social platforms. |
