产品众筹中支持者涉入、感知价值与支持意愿——基于科技创新类产品与情境实验数据

鉴于产品众筹支持者支持行为与消费者购买行为之间的相似性,首次将涉入理论引入众筹研究领域,从感知价值视角探索了支持者涉入对支持意愿的影响机理。以科技创新类产品众筹进行情境实验,获得278名被试的有效参与数据,实证结果显示:支持者信息涉入是实物涉入和投资涉入产生的基础,信息涉入、实物涉入、投资涉入均对支持意愿有显著影响,感知价值在支持者涉入和支持意愿间起完全中介作用。因此,众筹发起者和众筹平台应以支持者涉入心理和行为作为项目设计和推广的切入点,强化项目与支持者之间的价值联系,积极创造有效的价值沟通与传递渠道,通过引导支持者涉入提高支持者感知价值,从而有效增强支持者支持意愿。

The supporter behavior in product crowdfunding has similarity with the consumer behavior in product purchasing. From the perspective of perceived value, this paper explores the mechanism of influence of supporter involvement on support inten- tion in product crowdfunding. To test our hypothesized relationships, we drew upon a sample of 278 subjects who partici- pated in the situation experiment of technological innovation product crowdfunding. The results indicate that the informa- tion involvement is the basis of physical involvement and investment involvement; and involvement level is positively and directly related to support intention, via supporter perceived value. Therefore, crowdfunders and crowdfunding platforms should be based on supporter psychological and behavioral involvements as a starting point in project design and promo- tion to strengthen value relationship between project and supporters. Moreover, it＇s necessary to create effective communi- cation and transmission channels of value, and improve perceived value by guiding supporter involvement as to effectively enhance support intention.