网络口碑、感知质量和感知品牌对出版众筹参与意愿的影响机制研究——基于直接经验的调节作用

The Influential Mechanism of Online Word-of-Mouth,Perceived Quality and Perceived Brand on Publishing Crowdfunding Participating Intention:The Moderating Effect of Direct Experience

本研究采取问卷调查的方法,以207个有效样本为研究对象,探讨了网络口碑、感知质量和感知品牌与出版众筹参与意愿的关系以及投资者直接经验的调节作用。研究结果显示:网络口碑、感知质量和感知品牌对出版众筹参与意愿均有显著正向影响;投资者的直接经验在网络口碑和出版众筹参与意愿之间起负向调节作用,在感知质量和出版众筹参与意愿之间起正向调节作用,在感知品牌和出版众筹参与意愿之间没有起到调节作用。根据研究结论,提出相应的管理启示。

This paper uses questionnaires and survey data from 207 samples to explore the influence mechanism of online word-of-mouth, perceived quality and perceived brand on publishing crowdfunding participating intention, and analyzes the moderating effect of investors＇ direct experience. The results show that： online word-of-mouth, perceived quality, perceived brand have significant positive impact on publishing erowdfunding participating intention. It is also found that investors＇ direct experience plays a negative moderator role between online word-of-mouth and participating intention, and a positive moderator role between perceived quality and participating intention, while this moderating effect is not significant between perceived brand and participating intention. The managerial suggestions are provided in the paper.