基于资源观的社交媒体对农村民间图书馆众筹项目绩效的影响研究

Research on the Impact of Social Media on the Performance of Rural Non-Government Funded Library Crowdfunding Projects:Resource-Based View

农村民间图书馆众筹项目社交媒体的有效应用可大力提高其成功率。以资源观理论为依据,构建了社交媒体对农村民间图书馆众筹项目绩效影响的模式。详细分析了农村民间图书馆众筹项目社交媒体资源组成、社交媒体对数字期权的影响、数字期权对众筹项目绩效的影响。文章提出的社交媒体对农村民间图书馆众筹项目绩效影响的模式更具一般性,丰富并完善了社交媒体对农村民间图书馆众筹项目绩效影响的模式理论。

The effective application of social media in rural non-government funded library crowdfunding project can greatly improve its success rate. From resource-based view theory,the paper construct a mode which illustrates the impact of social media on the performance of rural non-government library crowdfunding project. The paper analyzes in detail the social media resources,the impact of social media on digital options and the impact of digital options on the performance of the rural non-government library crowdfunding projects. The influencing mode of social media on the performance of rural non-government library crowdfunding project which the paper puts forward is more general,enriches and consummates the mode theory of the impact of social media on the performance of rural non-government library crowdfunding project.