本文選題：獎(jiǎng)勵(lì)式眾籌　切入點(diǎn)：初始信任　出處：《山東大學(xué)》2017年碩士論文

【摘要】：眾籌是一種新興的互聯(lián)網(wǎng)投融資模式,即"大眾"作為投資者,利用少量投資,從融資者處獲得相應(yīng)回報(bào)。獎(jiǎng)勵(lì)式眾籌是一種重要的眾籌模式,其特點(diǎn)在于以實(shí)物或者服務(wù)作為投資報(bào)償。眾籌網(wǎng)站平臺(tái)是促成眾籌項(xiàng)目成功的重要第三方。目前,獎(jiǎng)勵(lì)式眾籌平臺(tái)發(fā)展迅速,但平臺(tái)中獎(jiǎng)勵(lì)式眾籌項(xiàng)目成功率較低,信任問(wèn)題突出。現(xiàn)有研究中,獎(jiǎng)勵(lì)式眾籌信任客體多為項(xiàng)目本身或項(xiàng)目發(fā)起者,忽視了投資者對(duì)獎(jiǎng)勵(lì)式眾籌平臺(tái)信任的重要性。由于投資者為大眾,獎(jiǎng)勵(lì)式眾籌過(guò)程中初次關(guān)系較多,因而研究平臺(tái)初始信任具有較強(qiáng)的現(xiàn)實(shí)意義。因此,本文從信任理論角度,將獎(jiǎng)勵(lì)式眾籌平臺(tái)作為研究對(duì)象,研究投資者對(duì)獎(jiǎng)勵(lì)式眾籌平臺(tái)初始信任的前置影響因素,及信任相關(guān)因素對(duì)投資者投資意愿的影響作用。本文包括六個(gè)章節(jié):第一章闡述了論文的研究背景、目的意義、內(nèi)容結(jié)構(gòu),并指出主要?jiǎng)?chuàng)新點(diǎn);第二章對(duì)國(guó)內(nèi)外關(guān)于信任、理性行為理論及眾籌的研究文獻(xiàn)進(jìn)行綜述;第三章構(gòu)建投資者對(duì)獎(jiǎng)勵(lì)式眾籌平臺(tái)初始信任研究模型,分析影響?yīng)剟?lì)式眾籌平臺(tái)初始信任的前置影響因素,及信任相關(guān)因素對(duì)投資意愿的影響,提出相應(yīng)假設(shè);第四章定義研究變量,設(shè)計(jì)問(wèn)卷并進(jìn)行預(yù)調(diào)研;第五章展開(kāi)實(shí)證調(diào)研,進(jìn)行數(shù)據(jù)分析,基于PLS算法分析結(jié)構(gòu)方程模型,并結(jié)合研究結(jié)論提出相應(yīng)建議;第六章說(shuō)明本文主要研究成果與存在的不足,并展望未來(lái)研究。本文主要取得以下研究成果:(1)研究指出了影響投資者對(duì)獎(jiǎng)勵(lì)式眾籌平臺(tái)初始信任的前置因素,這些因素包括個(gè)人因素和情景因素兩類(lèi)。個(gè)人因素中參與傾向體現(xiàn)個(gè)性,感知風(fēng)險(xiǎn)和感知相似性體現(xiàn)認(rèn)知過(guò)程,這些均對(duì)平臺(tái)初始信任有不同程度的影響。情景因素中結(jié)構(gòu)保障和平臺(tái)聲譽(yù)也對(duì)平臺(tái)初始信任具有顯著作用。(2)研究發(fā)現(xiàn),投資者對(duì)獎(jiǎng)勵(lì)式眾籌平臺(tái)的初始信任能促使其產(chǎn)生投資意愿;此外,投資者對(duì)平臺(tái)的感知風(fēng)險(xiǎn)和感知相似性,除影響平臺(tái)初始信任外,還對(duì)投資意愿有顯著影響。其中,在平臺(tái)中感知到風(fēng)險(xiǎn)會(huì)阻礙投資意愿產(chǎn)生,而感知到相似性會(huì)促進(jìn)投資意愿產(chǎn)生。(3)根據(jù)本文研究結(jié)論,針對(duì)獎(jiǎng)勵(lì)式眾籌的平臺(tái)建設(shè)者和項(xiàng)目發(fā)起者提出針對(duì)性的建議,對(duì)提高獎(jiǎng)勵(lì)式眾籌項(xiàng)目成功率,以及促進(jìn)整個(gè)獎(jiǎng)勵(lì)式眾籌行業(yè)發(fā)展具有一定的積極意義。
[Abstract]:Crowdfunding is a new mode of Internet investment and financing, that is, "Volkswagen" as an investor, using a small amount of investment to obtain a corresponding return from the financier.Incentive crowdfunding is an important crowdfunding model, which is characterized by the repayment of investment in kind or service.Crowdfunding website platform is an important third party to promote the success of crowdfunding projects.At present, the reward crowdfunding platform develops rapidly, but the success rate of the reward crowdfunding project is low, and the trust problem is prominent.In the present research, the object of the reward crowdfunding trust is mostly the project itself or the project initiator, ignoring the importance of investors' trust in the reward crowdfunding platform.Because the investors are the masses and the initial relationship in the process of reward crowdfunding is more, the research on the initial trust of the platform has a strong practical significance.Therefore, from the perspective of trust theory, this paper takes the reward crowdfunding platform as the research object, studies the pre-factors of investor's initial trust to the reward crowd-funding platform, and the effect of the related factors of trust on the investor's investment willingness.This paper includes six chapters: the first chapter describes the research background, purpose significance, content structure, and points out the main innovation points, the second chapter reviews the domestic and foreign research literature on trust, rational behavior theory and crowdfunding.The third chapter constructs the investor initial trust research model to reward crowdfunding platform, analyzes the factors that affect the initial trust of reward crowdfunding platform, and the influence of trust related factors on investment willingness, and puts forward the corresponding assumptions;The fourth chapter defines the research variables, designs the questionnaire and carries on the preliminary investigation; in the fifth chapter, carries on the empirical investigation, carries on the data analysis, analyzes the structural equation model based on the PLS algorithm, and proposes the corresponding suggestion combined with the research conclusion;The sixth chapter describes the main research results and shortcomings, and prospects for future research.This paper mainly obtains the following research results: 1) the research points out the presupposition factors that affect investors' initial trust in reward crowdfunding platform. These factors include personal factors and situational factors.Among the individual factors, participation tendency reflects personality, perceived risk and perceived similarity reflect cognitive process, all of which have different effects on platform initial trust.Among the scenario factors, the structure guarantee and platform reputation also play a significant role in the initial trust of the platform. The study found that investors' initial trust in the reward crowdfunding platform can promote their willingness to invest.The perceived risk and perceived similarity of investors to the platform not only affect the initial trust of the platform, but also have a significant impact on the willingness to invest.Among them, perceived risk in the platform will hinder the generation of investment willingness, while perceived similarity will promote investment willingness.It has certain positive significance to improve the success rate of reward crowdfunding project and promote the development of the whole reward crowdfunding industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F832

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陳江良,林秀琴;福建工交企業(yè)投資意愿緣何不強(qiáng)[J];福建改革;2000年07期

2 劉立峰;如何提高企業(yè)的投資意愿[J];中國(guó)投資與建設(shè);1998年03期

3 息文;;日本企業(yè)海外投資意愿[J];世界知識(shí);2002年13期

4 張冠華;望梅止渴的“振興經(jīng)濟(jì)方案”[J];臺(tái)聲;1994年11期

5 朱玉春;唐娟莉;;農(nóng)民對(duì)農(nóng)村公共服務(wù)投資的意愿分析——基于陜西關(guān)中地區(qū)24個(gè)鄉(xiāng)鎮(zhèn)102個(gè)村的調(diào)查[J];華東經(jīng)濟(jì)管理;2009年08期

6 ;通脹預(yù)期進(jìn)一步攀升 股票基金投資意愿持續(xù)上升 江蘇省2007年三季度城鎮(zhèn)居民儲(chǔ)蓄問(wèn)卷調(diào)查綜述[J];金融縱橫;2007年20期

7 李君;陳長(zhǎng)瑤;;影響農(nóng)戶(hù)預(yù)期住宅投資意愿的因素分析[J];統(tǒng)計(jì)與決策;2009年04期

8 ;越南機(jī)械制造業(yè)外商投資意愿低[J];世界機(jī)電經(jīng)貿(mào)信息;1998年07期

9 ;觀點(diǎn)[J];源流;2010年05期

10 ;市場(chǎng)升溫 信心回暖——2011年第一季度中國(guó)城市居民投資信心及投資意愿指數(shù)報(bào)告[J];資本市場(chǎng);2011年06期

相關(guān)重要報(bào)紙文章 前10條

1 記者 楊永芹　實(shí)習(xí)生 周祖超;居民和企業(yè)投資意愿下降[N];重慶日?qǐng)?bào);2010年

2 宋曉華;一季度我省企業(yè)投資意愿穩(wěn)定[N];新華日?qǐng)?bào);2011年

3 中國(guó)經(jīng)濟(jì)導(dǎo)報(bào)記者 劉寶亮;信心不足導(dǎo)致民間投資意愿趨弱[N];中國(guó)經(jīng)濟(jì)導(dǎo)報(bào);2014年

4 程維;調(diào)查顯示居民投資意愿下降[N];消費(fèi)日?qǐng)?bào);2008年

5 通訊員 王玉強(qiáng);居民投資意愿下降 定期存款大幅增加[N];昌吉日?qǐng)?bào);2008年

6 記者 田俊榮;居民消費(fèi)和投資意愿回升[N];人民日?qǐng)?bào)海外版;2009年

7 記者 黃競(jìng)儀;北京居民投資意愿大幅走強(qiáng)物價(jià)上漲預(yù)期繼續(xù)攀升[N];北京商報(bào);2009年

8 記者 聶海峰　通訊員 陳婷婷;176個(gè)新項(xiàng)目見(jiàn)證旺盛投資意愿[N];嘉興日?qǐng)?bào);2009年

9 宋曉華;企業(yè)信心升至危機(jī)前水平[N];新華日?qǐng)?bào);2010年

10 記者 劉偉　編輯 朱紹勇;一季度居民投資意愿下滑[N];上海證券報(bào);2010年

相關(guān)碩士學(xué)位論文 前6條

1 宋坤;企業(yè)環(huán)保投資意愿影響因素的實(shí)證研究[D];華東交通大學(xué);2015年

2 廖思瑩;長(zhǎng)沙縣農(nóng)戶(hù)投資意愿及行為研究[D];湖南農(nóng)業(yè)大學(xué);2016年

3 周瓊;湖南省農(nóng)業(yè)高新技術(shù)企業(yè)風(fēng)險(xiǎn)投資意愿與發(fā)展對(duì)策研究[D];湖南農(nóng)業(yè)大學(xué);2016年

4 張帆;投資者對(duì)獎(jiǎng)勵(lì)式眾籌平臺(tái)的初始信任研究[D];山東大學(xué);2017年

5 趙娜;農(nóng)產(chǎn)品共同基金：涉農(nóng)金融產(chǎn)品創(chuàng)新與居民投資意愿分析[D];吉林大學(xué);2014年

6 鄭重;基于社會(huì)資本視角的農(nóng)戶(hù)參與農(nóng)田水利投資意愿研究[D];西北農(nóng)林科技大學(xué);2014年

，

本文編號(hào)：1708116