众筹投资意愿影响机理研究

众筹活动是落实“大众创业、万众创新”政策的重要推手，但当前面临投资意愿不足的问题。依托扎根理论，对众筹成功案例展开研究，探讨了众筹投资意愿的影响机理。研究发现，投资者的知觉创新与产品涉入通过负向影响其对众筹方案的知觉风险来正向影响投资者的投资意愿，投资者与筹资者的沟通及其相同或相似的价值观通过正向影响投资者对筹资者的信任来正向影响投资者的投资意愿，筹投双方相同或相似的价值观及投资者的知觉利益通过正向影响众筹承诺来正向影响投资者的投资意愿。最后，提出了提升众筹投资意愿的对策。

Influence Mechanism of Investment Intention in Crowd Funding---An Example of Children's Air Purifier Crowd Funding of Threepapas

Crowd funding is an activity to support other individuals or organizations by raising funds from the public.It con-sists of three parties including the initiator,investor and crowds funding platform,featuring low threshold,diversity,reli-ance on crowds and focusing on creativity.This research presents a theoretical model based on grounded theory,and finds that perceptual innovation,product involvement,communication,common values and perceptual interests all influence in-vestment willingness.Moreover,perceptual innovation indirectly influences investment willingness through weak media-tion effect of perceptual risk and product involvement indirectly influences investment willingness through strong mediation effect of perceptual innovation,communication and common values indirectly influence investment willingness through weak mediation effect of promises,trust also indirectly influences investment willingness through weak mediation effect of perceptual risk and promises.