权益类众筹平台用户主动搜寻行为特征研究——以京东众筹为例

Study on Characters of Users’ Active Search on Equity-based Crowdfunding Platform——taking JD Finance as the example

权益众筹是中小企业和创业者最常用的一种众筹模式。文章以权益类众筹平台为研究对象,以"京东众筹"为典型案例和搜索关键词,通过"百度指数"探索2015-2018年用户对"京东众筹"主动搜寻行为特征与变化规律,以期为权益类众筹平台利用互联网大数据实现健康快速发展提供有益参考。研究发现:(1)"京东众筹"用户关注度呈先升后降的趋势,并表现出较大幅度的波动特征;(2)"京东众筹"用户关注度月度趋势曲线呈现一定规律性特征;(3)平台用户逐年沉淀,且用户的主动搜寻行为体现出总体收缩、运行趋稳的整体节奏;(4)用户关注度省际差异性突出,形成四个明显的梯度区域,华北、华东及华南地区集聚效应明显,经济、文化、教育较发达的地区权益类众筹平台用户关注度密集。

Equity-based crowdfunding is the most common model for small and medium-sized enterprises. The paper through "Baidu Index", taking the equity-based crowdfunding platform as the study object, has analyzed the characters and change rules of users’ active search from 2015 to 2018 based on the classic cases and search keywords of JD Finance in order to offer useful references for the platform using internet big data to realize healthy and fast development. The research has found out that: Firstly, users’ interest has raised and then fallen showing the larger fluctuations. Secondly, the monthly trend curve for users’ interests on JD Finance has shown regularities. Thirdly, following the users’ accumulation year by year, the active search has a trend of overall shrinking and stable operation. Fourthly, there are outstanding inter-provincial differences,forming four obvious gradient regions. The agglomeration effect in Huabei, Huangdong and Huanan regions are obvious. The developed regions on economy, culture and education have got more concern from customers.