公益特征对农产品众筹金额和成功可能性的影响:基于众筹网的实证研究

The Impact of Non-profit Characteristics on the Success and Raised Money of Agricultural Product Crowdfunding:An Empirical Study Based on Projects from www. zhongchou. com

如何帮助农户拓宽增收渠道,是乡村振兴战略的重要内容。互联网农产品众筹既为农户提供了一种新型有效的农产品销售渠道,也在一定程度上解决农户融资难的问题。设定回报为农产品的互联网众筹项目在融资同时完成销售,成为农民创业和增收的新模式。利用众筹网4609个农产品众筹项目的数据,研究发现具有公益特征的项目,其众筹成功的可能性更高。当控制了项目特征、项目发起人特征和其他变量后,具有公益特征的众筹项目并没有比营利项目筹到更多的钱。重复发起众筹的发起人获得了更多的支持也更容易获得成功。发布项目视频有助于提高项目众筹成功的概率和筹得的金额,而提供个人的证件或企业营业执照则不能。为了拓宽农户增收渠道,可向农民介绍和推广农产品众筹。农产品众筹项目发起人应当关注其在平台上的声誉和经验、项目中的公益特征,合理设计项目的内容,并发送项目质量的信号。

Crowdfunding for agricultural products on internet platform can accomplish financing projects,marketing and selling products at the same time.It has become a new way to help farmers start up new projects and gain more revenue.Collected more than 4 thousand agriculture products crowdfunding projects from www.zhongchou.com,we find that the non-profits projects are more likely to reach the crowdfunding target.However,non-profits projects cannot raise more fund compared to for-profits projects after controlled for projects characteristics,initiators'characteristics and other variables.Experienced initiators gain more fund and are more likely to succeed in crowdfunding.Videos have positive impact on the likelihood of success and total raised money,while providing personal ID or firm ID information has no positive impact on them.In order to find more ways to help farmers getting more income,agricultural products crowdfunding should be introduced and promoted to more farmers.Initiators of agricultural crowdfunding projects should pay more attention to his/her reputation and experience on crowdfunding platforms,non-profit characteristics,introductions and the quality signals of their projects.