基于ELM理论的产品众筹支持者决策行为影响因素研究

Research on influence factors in decision-making behavior of product crowdfunding supporters based on ELM theory

基于ELM理论,同时考虑众筹模式的融资功能和营销功能,依据中枢路径和边缘路径研究产品众筹支持者一元支持决策与实质支持决策行为的影响因素。实证结果表明:采取实质支持决策的支持者会注重对中枢路径因素与边缘路径因素的全面考虑,采取一元支持决策的支持者更偏向于关注其中一部分信息。在不同的项目类型中,中枢路径因素和边缘路径因素对支持者采取一元支持决策与实质支持决策的影响也存在显著差异。

Based on the ELM theory,the present study,considering the financing function as well as the marketing function of the crowdfunding,focuses on the factors that influence one-yuan decision-making behavior and substantive decision-making behavior of product crowdfunding supporters who depend on the central route and peripheral route.The empirical results show supporters who take substantive support decisions focus on the full consideration of central route factors and the peripheral route factors,while supporters who take one-yuan support decisions are more likely to focus on part of the information.In the different types of project,all of the central route factors and the peripheral route factors have significant differences between the influence of one-yuan decision-making behavior and substantive decision-making behavior.