产品众筹支持者参与行为决策机制研究——基于我国主流众筹平台的扎根分析  

The Decision-making Mechanism of the Supporter Participative Behavior of Crowd funding Viewed from Grounded Theory

作　　者：方宇通[1] FANG Yu-tong(Faculty of Economics and Management, Ningbo Radio and TV University, Ningbo 315016, China)

机构地区：[1]宁波广播电视大学经管系,浙江宁波315016

出　　处：《宁波大学学报（人文科学版）》2017年第5期102-109,共8页Journal of Ningbo University：Liberal Arts Edition

基　　金：宁波市社科院网络社会研究所课题"基于扎根分析的网络众筹支持者参与意愿影响因素研究"(WL2016-Y02)

摘　　要：文章采用扎根研究法,收集我国主流产品众筹平台中30个项目的 11591条参与者发帖,通过开放编码、主轴编码、选择编码,构建了一个产品众筹支持者参与行为决策机制的模型并进行了理论饱和检验。研究结果表明:(1)支持者通过刺激明确需求确认形成参与态度进而参与决策;(2)支持者的决策策略包括补偿/非补偿决策和回避决策策略。As an important participator of two-sided markets,the knowledge about the participation and behaviors of the crowdfunding supporters is unclear and ambiguous.Based on grounded theory,the paper collects11591posters of30representative projects.This research proposed a model of the baker participative behavior by open coding,axial coding,selective coding and saturation level test.Results show that:(1)supporter make need recognition by stimulate and then to make decision;(2)there are two decision-making strategies,one being compensatory/noncompensatory decision rules,and the other sidestepping decision.The results enrich the outcome of supporter research of crowdfunding,and offer significance for sponsor,crowdfunding website development and crowdfunding rule made by government.

关 键 词：产品众筹 参与行为 决策机制 扎根分析 

分 类 号：F713.50[经济管理—市场营销]