林产品众筹融资绩效影响因素研究

基于顾客让渡价值理论,对京东众筹平台558个林产品众筹项目融资绩效的影响因素进行实证研究。结果表明:项目标题中包含产地标志信息、提供项目视频介绍、交流互动次数、关注人数、无私支持者人数、价格档位数量、最高价格档位金额对林产品众筹项目融资绩效有正向影响;项目公益特征属性对林产品众筹项目融资绩效有负向影响;项目标题长度与其融资绩效之间存在倒U形关系。因此,林产品众筹项目发起人应在项目标题中突出林产品产地信息并注意标题长度;应借助视频对项目信息进行更全面的展示,并设置较多的价格档位及更高的最高价格档位金额供支持者选择;还应避免滥用公益名义,注重通过证书、在线交流等方式赢得支持者的信任。

Research on Influencing Factors of Financing Performance of Forest Products Crowdfunding Projects

⑴Background——Product crowdfunding has an important application value in solving the marketing and financing problems faced by forest farmers.However,the existing literature is lack of relevant research on forest product crowdfunding.⑵Methods——Based on the theory of customer transfer value,research hypotheses are proposed from four aspects:product perceived value,service perceived value,social perceived value,currency cost and time cost.Data on 558 forest product crowdfunding projects from March 2016 to May 2019 were collected from the JD crowdfunding platform.Eleven influencing factors,such as the number of followers and video introduction,were selected as independent variables.A tail-breaking regression model was constructed to analyze the influencing factors of forestry product crowdfunding financing performance.⑶Results——The number of project participants,the number of exchanges and interactions,the amount of the highest price range,and the number of selfless supporters,all of them have a positive impact on the financing performance of forest product crowdfunding projects at the significance level of 1%.The title contains the information of the origin mark,which has a positive impact on the financing performance of forest products crowdfunding project at the 5%significance level.The number of video introduction in the project and the number of price slots have a positive impact on the financing performance of the forest product crowdfunding project at the significance level of 10%.In addition,the participants in crowdfunding projects for forest products are relatively insensitive to the promised return time,which have a positive impact on the financing performance of crowdfunding projects for forest products at the significance level of 10%.At the significance level of 5%,the length of title has a positive impact on the financing performance of forest product crowdfunding projects,but when the length of title increases to a certain extent,it will have a negative impact.Due to the low threshold of lucky draw stall for crowdfunding projects of forest products,the setting of lucky draw reward stall has no significant impact on their financing performance.In addition,the abuse of public welfare marketing overdraws the trust of consumers,resulting in a negative impact of public welfare characteristics on the financing performance of forest product crowdfunding projects at the significance level of 1%.And the highest price has a significant positive impact on the financing performance of forest products crowdfunding project.⑷Conclusions and Discussions——The number of project followers,the number of exchanges and interactions,the amount of the highest price stall,the number of selfless supporters,the information of the origin marks including in the title,the video introduction of the project,the return time promised and the number of price stall have a positive impact on the financing performance of the forest product crowdfunding project.Moreover,there is an inverted U-shaped relationship between the title length and the financing performance of forest product crowdfunding projects.And the characteristics of public welfare have a negative impact on the financing performance of forest product crowdfunding projects.The suggestions are as follows:①the sponsors of crowdfunding projects for forest products should highlight the information of forest product origin in the project title and pay attention to the length of the title.②the project information should be more fully displayed by video,and more price brackets and higher maximum price brackets should be set for supporters to choose.