本文選題：眾籌出版　切入點(diǎn)：網(wǎng)頁(yè)營(yíng)銷(xiāo)驅(qū)動(dòng)因素　出處：《出版科學(xué)》2017年05期

【摘要】：實(shí)證探究眾籌出版項(xiàng)目的網(wǎng)頁(yè)營(yíng)銷(xiāo)驅(qū)動(dòng)因素與籌資效率間的關(guān)系。研究結(jié)果表明:在各個(gè)營(yíng)銷(xiāo)驅(qū)動(dòng)因素中,眾籌出版項(xiàng)目的發(fā)起人質(zhì)量信號(hào)顯著影響籌資效率;項(xiàng)目社群互動(dòng)質(zhì)量與籌資效率呈顯著的正相關(guān)關(guān)系;出版項(xiàng)目的價(jià)格信號(hào)中,目標(biāo)金額顯著影響籌資效率,并與籌資效率呈倒U型關(guān)系。
[Abstract]:The empirical study explores the relationship between web marketing drivers and fund-raising efficiency of crowdfunding publishing projects. The results show that: among the various marketing drivers, the promoters' quality signals of crowdfunding publishing projects have a significant impact on fund-raising efficiency; There is a significant positive correlation between the quality of project community interaction and the financing efficiency, and the target amount significantly affects the funding efficiency in the price signal of the publishing project, and is inversely U-shaped with the funding efficiency.
【作者單位】： 蘭州大學(xué)管理學(xué)院;
【基金】：教育部人文社科一般項(xiàng)目“基于‘聯(lián)盟—情緒—演化’博弈的群體性事件發(fā)生、演化機(jī)理及治理策略研究”(13YJC630215) 中央高校基本科研業(yè)務(wù)費(fèi)專(zhuān)項(xiàng)資金項(xiàng)目“雙渠道環(huán)境下中國(guó)企業(yè)海外零售渠道選擇機(jī)制及管理策略研究”(14LZU-JBWZY066)研究成果之一
【分類(lèi)號(hào)】：G230.7
，

本文編號(hào)：1696390