从消费者角度探究众筹活动的价值获取策略

IF 4.5 2区 管理学 Q1 BUSINESS
Liang Zhao, Zhe Sun, Nick Hajli
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引用次数: 0

摘要

关于创业者以支持者为导向的行为是否有助于成功筹款及其背后机制的知识仍然有限。本研究旨在通过基于消费者的视角(CBP)来探讨基于奖励的众筹是否成功,从而缩小这一差距。通过使用阐述可能性模型(ELM),我们研究了企业家以支持者为导向的行为如何影响潜在支持者的信息处理并改变他们对活动的态度。通过分析从中国最大的奖励式众筹平台收集到的独特数据集,我们的实证结果表明,创业者的支持者导向行为和支持者实力与奖励式众筹的成功正相关。本文为研究奖励式众筹的成功提供了一个新的视角,强调了众筹平台在筹款阶段的重要性。除了高质量的活动内容外,创业者以支持者为导向的行为,如回答问题和提供详尽的答案,也是促进筹款的关键。本文还讨论了对未来理论发展、实证研究和众筹从业人员的启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Investigating Crowdfunding Campaign Value Capture Strategy from the Consumer-based Perspective

Knowledge about whether entrepreneurs’ backer-oriented actions help facilitate successful fundraising, and the mechanism behind it, is still limited. This study aims to mitigate this gap by exploring reward-based crowdfunding success through the consumer-based perspective (CBP). Using the elaboration likelihood model (ELM), we investigate how entrepreneurs’ backer-oriented behaviour influences potential backers’ information processing and changes their attitude towards campaigns. By analysing a unique dataset collected from China's largest reward-based crowdfunding platform, our empirical results demonstrate that an entrepreneur's backer-oriented behaviour and strength are positively associated with reward-based crowdfunding success. This paper provides a new angle to investigate reward-based crowdfunding success, emphasizing the importance of CBP during the fundraising stage. In addition to high-quality campaign content, entrepreneurs’ backer-oriented actions, such as answering questions and providing elaborate answers, are crucial in facilitating fundraising. The implications for future theory development, empirical research and crowdfunding practitioners are discussed.

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来源期刊
CiteScore
10.00
自引率
12.50%
发文量
87
期刊介绍: The British Journal of Management provides a valuable outlet for research and scholarship on management-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial functions. With contributions from around the globe, the journal includes articles across the full range of business and management disciplines. A subscription to British Journal of Management includes International Journal of Management Reviews, also published on behalf of the British Academy of Management.
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