本文關(guān)鍵詞： 出版眾籌 網(wǎng)絡(luò)口碑 直接經(jīng)驗(yàn) 感知質(zhì)量　出處：《預(yù)測》2017年01期 　論文類型：期刊論文

【摘要】：本研究采取問卷調(diào)查的方法,以207個(gè)有效樣本為研究對象,探討了網(wǎng)絡(luò)口碑、感知質(zhì)量和感知品牌與出版眾籌參與意愿的關(guān)系以及投資者直接經(jīng)驗(yàn)的調(diào)節(jié)作用。研究結(jié)果顯示:網(wǎng)絡(luò)口碑、感知質(zhì)量和感知品牌對出版眾籌參與意愿均有顯著正向影響;投資者的直接經(jīng)驗(yàn)在網(wǎng)絡(luò)口碑和出版眾籌參與意愿之間起負(fù)向調(diào)節(jié)作用,在感知質(zhì)量和出版眾籌參與意愿之間起正向調(diào)節(jié)作用,在感知品牌和出版眾籌參與意愿之間沒有起到調(diào)節(jié)作用。根據(jù)研究結(jié)論,提出相應(yīng)的管理啟示。
[Abstract]:This study takes 207 valid samples as the research object and probes into the network word-of-mouth by the method of questionnaire. The relationship between perceived quality and perceived brand and the willingness to participate in the publication and the direct experience of investors. The results show that: online word-of-mouth. Perceived quality and perceived brand have a significant positive impact on the willingness of public funding to participate; The direct experience of investors plays a negative role in regulating the online word-of-mouth and the willingness to participate in the publication crowdfunding, and plays a positive role in regulating the perceived quality and the willingness to participate in the publication crowdfunding. It does not play a role in regulating the perceived brand and the willingness of the publishing public to participate. According to the conclusion of the study, the corresponding management enlightenment is put forward.
【作者單位】： 上海理工大學(xué)管理學(xué)院;上海出版印刷高等�？茖W(xué)校;
【基金】：國家社會科學(xué)基金重點(diǎn)資助項(xiàng)目(12&ZD024) 教育部人文社會科學(xué)研究規(guī)劃基金資助項(xiàng)目(14YJA860001) 上海市教委科研創(chuàng)新資助項(xiàng)目(15ZS093)
【分類號】：G230.7-F
【正文快照】： 1引言隨著互聯(lián)網(wǎng)的蓬勃發(fā)展,一種新的商業(yè)模式應(yīng)運(yùn)而生——眾籌(crowdfunding)。所謂眾籌,即利用互聯(lián)網(wǎng)的傳播模式,讓項(xiàng)目的發(fā)起者通過互聯(lián)網(wǎng)平臺向大眾展示他們的創(chuàng)意,獲取受眾的關(guān)注,從而贏得大家的青睞,最終獲得所需要的資金支持。眾籌并非捐贈,參與者的所有支持是要有相應(yīng)

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