创业者社交平台信息分享对众筹绩效影响研究——以摩点网和微博平台为例

Research on the Impact of Creator's Social Platform Information Sharing on Crowdfunding Performance--An Empirical Study Based on Modian.com and Weibo

创业者可以借助众筹筹集资金来支持他们的创业项目。然而,在众筹文献中,创业者的外部社会资本价值并没有得到足够的关注。创业者如何充分利用社交平台进行信息分享以提高筹资绩效?本文以社会资本理论为基础,采集摩点网和微博平台的数据进行分析。结果表明,众筹项目创业者可以充分利用第三方社交平台进行信息分享,通过降低信息不对称来提升筹资绩效。在项目预热阶段,创业者个人信息的分享有助于提高筹资绩效。当项目进入筹资阶段,创业者进行项目相关信息的分享及获得粉丝点赞对筹资绩效的提高有正向影响。当发起人拥有较多的发起经验时,预热阶段个人信息分享和筹资阶段项目信息分享对促进众筹项目绩效提高的正向作用更强。

Entrepreneurs can use crowdfunding funds to support their entrepreneurial projects.However,in the crowdfunding literature,the value of entrepreneurs'external social capital has not received sufficient attention.How can entrepreneurs make full use of social platforms for information sharing to improve funding performance?Based on social capital theory,this article collects data from MoDian and Weibo platforms for analysis.The results show that entrepreneurs of crowdfunding projects can make full use of third-party social platforms to share information and improve funding performance by reducing information asymmetry.During the project warm-up phase,the sharing of personal information among entrepreneurs can help improve financing performance.When a project enters the fundraising stage,sharing project related information and obtaining fan praise by entrepreneurs have a positive impact on the improvement of fundraising performance.When the sponsor has more initiating experience,personal information sharing in the warm-up stage and project information sharing in the fund-raising stage have a stronger positive effect on promoting the performance improvement of crowdfunding projects.