社交网络情境下的社会资本与资金筹集——基于新浪微公益平台的实证分析

Social Capital and Fund Raising in the Context of Social Network:An Empirical Study Based on Sina Micro-Blog Public Welfare

社交平台是构建社会关系的桥梁,也为资金的筹集提供了新渠道。本文根据新浪微公益平台上的项目信息,基于社会资本理论视角,考察了社交网络情境下社会资本对资金筹集的影响及其作用机制。本文将社会资本细分为结构社会资本和关系社会资本,采用筹资者社交好友数量衡量其结构社会资本,曾经捐助过项目的数量衡量其关系社会资本。研究结果表明结构社会资本和关系社会资本对项目资金筹集均具有显著的促进作用,社会互动对资金筹集同样具有显著影响;研究还发现关系社会资本、社会互动分别在结构社会资本与资金筹集之间起着中介作用。

The social platform is not only a bridge to build social relations,but also a new channel for the raising of funds.Based on the theory of social capital,this study tests the influence and the rule of funds raised by the social capital which is formative in the social platform.We conduct data analysis by the real project information of Sina Micro-Blog Public Welfare.This study divides social capital into structural social capital and relational social capital.The structural social capital is measured by the number of social friends,and the relational social capital is measured by the number of projects that the sponsor has donated.The results show that structural social capital and relational social capital have a significant effect on the project funds raised.Social interaction also has a significant impact on the fund raising.It is found that both relational social capital and social interaction play a mediating role in the relationship between structural social capital and project funds raised.