文献类型：期刊文献

中文题名：信任、承诺与众筹投资意愿——基于社会交换理论

英文题名：The Study on Factors Affecting Crowd-funding Investment Willingness——Based on Social Exchange Theory

作者：牛全保[1];陈少星[1]

第一作者：牛全保

机构：[1]河南财经政法大学工商管理学院

第一机构：河南财经政法大学工商管理学院

年份：2018

卷号：19

期号：1

起止页码：1-8

中文期刊名：上海商学院学报

外文期刊名：Journal of Shanghai Business School

基金：河南社科规划项目"河南跨境电子商务出口模式创新研究"(项目编号:2016BJJ001)

语种：中文

中文关键词：众筹;社会交换理论;信任;投资意愿

外文关键词：crowd-funding, social exchange theory, trust, investment willingness

摘要：众筹已成为一种新的融资渠道,同时也是产品的重要销售渠道,而大多数平台上众筹项目的成功率不到50%,投资者的投资意愿较低是重要原因。因此,研究投资意愿十分必要。基于社会交换理论,结合信任的前因和结果模型,运用结构方程模型探究影响众筹项目投资意愿的因素和路径。研究结果表明:信任通过承诺中介显著正向影响投资意愿,沟通和共享价值显著影响信任,而感知利益显著影响承诺。
Crowd-funding has become a new financing channel and an important marketing channel ot products. However, for most platforms, they even cannot claim a 50-percent success rate for crowd- funding projects. As such, based on social exchange theory, through the antecedent and outcome model of trust, this thesis uses structural equation model to explore the factors and methods that affect the investment willingness of crowd-funding projects. It turns out that, trust has a remarkable and positive influence on investment willingness by virtue of commitment intermediary agent~ communicate and shared value affects trust greatly~ and perceived benefit impacts on commitment notably.