众筹品牌推广效果的影响因素研究:基于详尽可能性模型视角  

Research on the Factors that Influence Brand Promotion Effect in Crowdfunding:Based on Elaboration Likelihood Model Perspective

作　　者：曾江洪[1] 黄向荣 杨雅兰 Zeng Jianghong;Huang Xiangrong;Yang Yalan(School of Business,Central South University,Changsha 410083;School of Business Administration,Hunan University of Finance and Economics,Changsha 410205)

机构地区：[1]中南大学商学院,长沙410083 [2]湖南财政经济学院工商管理学院,长沙410205

出　　处：《管理评论》2022年第9期170-180,共11页Management Review

基　　金：国家社会科学基金项目(14BJY008);中南大学创新驱动项目(2015CX010)。

摘　　要：众筹不仅可以解决小微企业筹集资金的问题,还能够帮助其进行品牌推广。本文收集“淘宝众筹”平台上的222个项目及其在“淘宝网”上对应的发起店铺数据,基于ELM理论视角,研究品牌推广效果的影响因素及融资效果的中介作用。主要研究结论有:项目创新性、周期持续性、产品可靠性、项目口碑和发起者口碑对品牌推广效果产生积极影响;对于融资目标更大、最低支持金额更高或发起者为非企业店铺的项目,支持者同时根据中央路径和边缘路径信息全面考察项目进而影响品牌推广效果,对于其他项目,仅通过边缘路径处理信息;项目创新性、周期持续性、信息详尽性和项目口碑对项目融资效果产生积极影响;融资效果负向影响品牌推广效果;融资效果在项目创新性、周期持续性、项目口碑与品牌推广效果之间起中介作用,且直接正效应远大于间接负效应。In addition to raising funds for SMEs,crowdfunding is also considered to be able to help their brand promotion.This paper collects data of 222 projects on Taobao Crowdfunding platform and their related initiating stores on Taobao website,based on the theoretical perspective of ELM,to study the factors that influence brand promotion effect and the intermediary role of financing effect.The main conclusions are:project innovation,cycle sustainability,product reliability,project eWOM and initiator eWOM have a positive impact on brand promotion effect;for the projects with larger funding target,higher minimum supporting amount or non-enterprise as the initiator,the supporters inspect the projects comprehensively according to both central path and edge path information to affect the brand promotion effect,and for other projects,they only process the information through edge path;project innovation,cycle sustainability,information detail and project eWOM have a positive impact on project financing effect;financing effect has a negative impact on brand promotion effect;financing effect plays an intermediary role between project innovation,cycle sustainability,project eWOM and brand promotion effect,and the direct positive effect is far greater than the indirect negative effect.

关 键 词：品牌推广效果 融资效果 ELM 众筹 

分 类 号：F724.6[经济管理—产业经济] F832