公益阅读中众筹融资的影响因素研究

Research on Influencing Factors of Crowdfunding in Public Reading

[目的/意义]公益阅读的可持续发展依赖于有效的资金筹集机制。作为互联网环境下的创新,众筹在公益阅读的筹资中已经体现出积极的作用。探讨公益阅读中众筹融资的影响因素,对于充分发挥这一创新工具的潜力具有重要参考价值。[方法/过程]以“阅动羊城”公益阅读众筹活动为研究对象,利用网络问卷调查2860位捐赠者,从道德风险和理性选择的双重视角分析公益阅读中影响众筹融资效果的因素。[结果/结论]数据分析表明,社会资本和对平台的信任等道德风险因素以及捐赠人的特征一起影响着众筹融资的效果,但是,研究未发现参与众筹的成本、精神和物质回报等理性选择因素的影响。在此基础上,从信任和捐赠人识别两个角度提出改善现阶段公益阅读中众筹融资效果的建议。

[Purpose/Significance]The sustainable development of public reading depends on effective financing mechanisms.As an innovation in the Internet environment,crowdfunding plays an increasingly positive role in the financing of public reading.Exploring the influencing factors of crowdfunding in public reading presents important references to bring out the full potential of this innovation instrument.[Method/Process]This study took the public reading crowdfunding activity of"Reading in Yangcheng"as the research case,surveyed 2860 donors by online questionnaire to explore the factors affecting the crowdfunding effect of public reading from the perspectives of moral hazard and rational choice.[Result/Conclusion]Data analysis shows that moral hazard factors,such as social capital and trust to the platform,together with donor characteristics,affect the effectiveness of crowdfunding.However,the rational choice factors,such as the cost of participating,spiritual and material rewards,are found to have no effect.On this basis,the paper puts forward suggestions to improve the effect of crowdfunding in the current public reading from the perspectives of trust and donor identification.