科技类权益众筹对产品常规销售的影响研究

Impacts of rewarded crowdfunding on the regular sales of technical products

基于京东众筹、众筹网和淘宝众筹平台659项科技类权益众筹项目及其常规销售调查数据,从众筹完成度、产品创新度、价格提升度、众筹好评度和平台扩展度五个方面分析科技类权益众筹对产品常规销售(预售阶段和非预售阶段)的影响。研究证实科技产品的常规销售受众筹影响;作用结构受到众筹反馈信息完整性的影响,但不受众筹项目方营销定位的影响;非预售阶段的消费者能够有效识别众筹项目的营销定位。

Based on the financing and regular sales data of 659 technical rewarded crowdfunding pro-jects from the platforms of Jingdong, Zhongchou and Taobao websites, this paper analyzes the contributory factors to regular sales （ presales and common sales） in terms of crowdfunding completion, product innova-tion, price promotion, crowdfunding evaluation and platform diversity. Empirical results show that regular sales of technical products are affected by crowdfunding and the effecting structure changes in absence of crowdfunding information integrality while keeping stable under various marketing preferences which can be distinguished by consumers in common sales.