基于扎根理论的奖励型众筹发起者参与动机研究  

Motivations of Creators to Participate in Reward-based Crowd Funding Based on Grounded Theory

作　　者：刘明霞[1] 黄丹[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《科技进步与对策》2015年第24期6-11,共6页Science & Technology Progress and Policy

摘　　要：在互联网金融快速发展的浪潮下,众筹模式因其平台价值与发展潜力而受到资本市场和国家的关注。选取奖励型众筹发起者作为研究对象,利用扎根理论来探索该现象,通过质性分析文本资料构建了奖励型众筹发起者参与动机模型,包括机会驱动、关系驱动、成就驱动、情感驱动、平台驱动5个主范畴以及21个子范畴,并进一步讨论了主范畴的作用路径。研究发现发起者参与动机之间相互交织,其中,情感驱动是具有浓烈中国特色的创业动机。With the rapid development of internet finance,the capital market and the country are paying close attention to the platform value and development potential of the crowd funding.To shed light on this new social phenomenon,creators who participate in reward-based crowd funding are selected as research objects.Based on grounded theory,this article refines the main driving factors model,which includes opportunity-driven,relationship-driven,growth-driven,emotion-driven,and platform-driven.And,21sub-categories are also refined.Then,it analyzes influence mechanism of 5critical categories.It finds that the motivations of a creator are intertwined and the emotion-driven which has not been discussed before has strong Chinese characteristics.The research conclusions can help to rich the existing entrepreneurial motivation theory and provide practical guidance for crowd funding platform.

关 键 词：扎根理论 奖励型众筹 众筹发起者 参与动机 

分 类 号：F830.3[经济管理—金融学]