发起人特征、信用背书与偏远贫困地区农产品众筹扶贫项目的融资绩效

信任与有效监督是农产品众筹融资得以成功的基石。发起人与支持者之间的物理距离以及与此相关的直接监督是影响众筹扶贫项目融资绩效的重要因素。本文选取四个代表性的偏远贫困地区农产品众筹扶贫项目为案例,运用逐项复制与差别复制的多案例研究方法,探讨偏远贫困地区农产品众筹扶贫项目融资绩效的实现机制与关键影响因素。研究发现:第一,因其公共组织身份特征并处于利益中立位置,作为发起人的扶贫干部发挥了信用背书功能,增强了支持者的信任感;第二,在驻村机制下,扶贫干部有条件对生产者行为实施直接监督,发挥代理监督功能,且为维护组织及自身的声誉,监督会更加强化,增强了支持者的认可度,缓解了因交易半径扩大导致的信息不对称及支持者参与程度低等问题;第三,发起人利用其公共组织身份的在线社会关系资源,发挥"弱连接"机制下网络社群的异质性优势,在不同层级扩散项目信息、扩大受众边界,进而提高了农产品众筹扶贫项目融资绩效。

Sponsor Characteristics,Credit Endorsement and Financing Performance of Agricultural Crowdfunding Poverty Alleviation Projects in Remote and Poverty-stricken Areas

Trust and effective supervision form the cornerstone of the success of agricultural crowdfunding activities.With the expansion of physical distance between sponsors and supporters,the increase of direct supervision cost can inevitably affect projects’crowdfunding performance.This article selects four representative agricultural crowdfunding poverty alleviation projects as cases,and uses the multiple case study method to explore the determinants and implementation mechanisms that affect the financing performance of agricultural crowdfunding activities in poverty alleviation projects in remote and poverty-stricken areas.The study finds that,due to the identity of public organizations and the neutral position of interests,the poverty alleviation cadres as sponsors have played the role of credit endorsement and enhanced the trust of supporters.In order to maintain the reputation of public organizations and their own,the poverty alleviation cadres have the conditions to directly supervise the production process,play the role of agent supervision and resolve supervision failures,so as to reduce the information asymmetry as a result of the expansion of transaction radius.Meanwhile,the promoters make use of the online social relations resources of their public organization identity and give full play to the heterogeneous advantages of the online community under the"weak connection"mechanism to spread the project information at different levels,expand audience boundaries and improve the financing performance of agricultural crowdfunding activities in poverty alleviation projects in remote and poverty-stricken areas.