修辞语言与双边互动对文创产业众筹成效的影响

The influence of rhetoric language and bilateral interaction on crowdfunding effectiveness of cultural creative industries

中国文化创意企业以中小微企业为主,重创意、轻资产等特征使其在传统金融服务中较难获得融资。近年来,互联网金融的兴起放松了文化创意产业的融资约束,而众筹(crowdfunding)正是解决文化创意企业“融资难,融资贵”的重要方式之一。论文在以往相关学者对众筹情境下投资者参与动机研究的基础上,结合奖励型众筹的特点,针对文化创意产业,从修辞语言和双边互动的视角,应用有序多分类logistic模型,探究了众筹成效的影响因素。

Chinese cultural creative enterprises are mainly small and medium-sized enterprises,whose assets are difficult to value.Thus,those companies are difficult to obtain financing in traditional financial services.In recent years,the rise of internet finance has relaxed the financing constraints of cultural creative industries,and crowdfunding is one of the important ways to solve the financing difficulties of cultural and creative enterprises.On the basis of previous studies on the motivation of investors'participation in crowdfunding,the study analyzes the influencing factors of crowdfunding effectiveness by applying the ordinal classification and regression model from the perspective of rhetoric language and bilateral interaction.