基于数据挖掘的网络众筹模式下用户参与动机研究

以用户参与网络众筹的动机为研究目的,基于整合的技术接受模型(UTAUT)和自我决定理论,构建动机测度量表。选取杭州市公众作为调研对象,采用问卷的方式获取用户行为数据,运用非平衡样本处理算法使少数类样本信息得到平衡,并通过机器学习分类器挖掘影响用户参与的重要动机。研究发现:学历和经验是两个显著控制变量;绩效期望是用户参与网络众筹的首要动机维度,且内外激励因素并驱作用;外在激励中经济收益最为显著,内在驱动因素中同情心起到重要作用;信任动机对网络众筹参与也存在显著的正向调节作用。根据研究结论,探索新的收益模式、构建安全的投资平台,有助于网络众筹行业的绿色可持续发展。

Study on Users' Motivation for Participating in Online Crowdfunding Based on Data-mining

This article,taking users’motivation for getting involved in online crowdfunding as its research objective,constructs a motivation gauging scale based on the UTAUT(unified theory of acceptance and use of technology)model and Self-determination theory.It selects the citizens of Hangzhou as surveying objects and obtains users’behavior data by questionnaires.Minor class sample information get balanced by applying the imbalanced sample processing algorithm and the important motivation behind users’participation is explored by making use of the machine-learning classifier.The research finds:academic qualifications and experience are two marked controlling variables;performance expectation is users’primary motivation dimension in participating in online crowdfunding;internal and external incentive factors work together;economic return is the most significant factor among external incentives and sympathy plays an important role in internal driving forces;the motivation of trust demonstrates a remarkably positive role in adjusting online crowdfunding.According to the research conclusions,this article argues that it helps to promote the green and sustainable development of the online crowdfunding industry to explore new economic return model and construct secure investment platforms.