论文部分内容阅读
文章基于价值消费理论模型,构建了众筹出版投资者消费意愿影响因素模型,并通过问卷调查收集数据,采用结构方程模型分析法对322个有效样本数据进行了模型检验和路径分析。研究结果表明,功能价值、经济价值、情境价值、社会价值和认知价值对投资者消费意愿具有正向影响作用,而情感价值对消费意愿的正向影响作用不显著。结合研究结论,文章建议,在众筹出版操作时,应注重图书选题的筛选,合理设置众筹回报,加强营销推广,创新互动机制,以提高众筹出版投资者消费意愿。
Based on the model of value consumption theory, this paper constructs a model of influencing factors of consumer willingness of crowdfunding publishers, and collects data through questionnaire survey. Model validation and path analysis of 322 valid sample data are conducted by structural equation model analysis. The results show that functional value, economic value, situational value, social value and cognitive value have a positive effect on investor’s willingness to consume, while the positive effect of emotional value on consumer willingness is not significant. Combined with the conclusions of the study, the article suggests that in the crowdfunding operation, the author should pay attention to the selection of book topics, set the crowdfunding return rationally, strengthen the marketing and promotion, innovate the interactive mechanism to raise the willingness of crowdfunding publishers to spend.