奖励众筹用户的项目分享意愿研究

Determinants of Users' Project Sharing Intention in Reward Crowdfunding

利用结构方程模型,从众筹平台和社交网络平台两个层面分析奖励众筹用户的项目分享意愿。研究发现:用户对项目的认可度受到项目展示视觉效果、信息质量、项目创新性以及众筹用户风险感知的影响;在社交网络平台层面,用户的分享意愿受到自我形象表达和社会互动动机的驱动。

Using structural equation model, this paper analyzes the project sharing intention of rewarding crowdfunding users from two aspects: crowdsourcing platform and social network platform. Results show that users’ crowdfunding project recognitions are impacted by self-image expression, information quality, project innovativeness and perceived project risk. At the social network platform level, users’ sharing intention is driven by motivations of self-image expression and social interaction.