引入抽奖模式的众筹绩效研究  

Performance of Crowdfunding Introducing the Lottery Pattern

作　　者：刘梦冉 周耿[1] 

机构地区：[1]南京大学商学院

出　　处：《南大商学评论》2016年第3期26-41,共16页Nanjing Business Review

基　　金：国家自然科学基金“网络事件中消费者态度群体极化形成机理研究”(编号:71002028);教育部创新团队发展计划“经济转型背景下稳定物价的货币政策”(编号:IRT13020)的资助

摘　　要：我国的众筹平台在支持模式的设置方面,可以按照是否有抽奖档位分为两类。通过对比这两类众筹平台和项目我们发现,引入抽奖模式的众筹在实践上取得了巨大的成功。这一支持模式的成功在于降低了参与门槛,让更多人参与到项目中来,从而提升支持人数,并通过羊群效应,最终影响项目的众筹绩效。我们的发现可以阐释为以投资者人数为中介变量的中介模型。在抓取更多数据（点赞数量）的基础上,我们也识别出社会认同对模型的调节作用。具体而言,即通过影响投资者人数,抽奖档位（一元档位）的人数与众筹绩效正相关,同时,其对投资者人数的影响受到点赞数量的调节。In terms of support mode, crowdfunding platform can be classified into two different kinds： one is a mode that involves lucky draw, the other is not. Through our comparison we find that the introduction of lottery pattern into crowdfunding has achieved great success. The significance of this support modethat involves lucky draw at the cost of one yuan is to remove the participation barrier, andallow more people to participate in the project, thus enhancing support and ultimately raising performance through herding effect. We illustrate the discovery by a mediation model, and note the moderating effect of community identification on the basis of new data collection. Specifically, the number of lucky-draw supporters is positively related to crowdfunding performance, and its influence on the number of financial supporters is moderated by the number of likes of the project.

关 键 词：众筹 抽奖 支持模式 羊群效应 社会认同 

分 类 号：F724.6[经济管理—产业经济] F832