基于TPB理论的“互联网+农产品”众筹影响因素研究

摘要

应用计划行为理论探讨在互联网环境下农产品众筹模式的融资影响因素.以我国最大电商平台淘宝众筹的数据为样本,通过多元回归的方法研究项目属性、卖家信息和发起人态度三方面对众筹项目影响特点.实证结果显示,项目信息更新、回报种类、卖家信用水平、证书数量、视频对众筹项目呈显著正向影响;融资目标、最低投资额呈显著负向影响;项目图片信息和回报期限影响不显著.根据实证结果得到提高众筹项目成功率启示.%Crowdfunding is the product of the internet and its rapid development depends on the internet.This paper adopts the theory of planned behavior to explore the influencing factors of the crowdfunding for agricultural products in the internet environment.With the data derived from China's largest electric business platform of Taobao crowdfunding,this paper studies the influencing factors of the three aspects,i.e.,the properties of crowdfunding project,the information of sellers and the attitude of originators.The results indicate that the dynamic update of projects,the types pf project returns,the credit level of sellers,the quantity of certificates and the videos have significant positive influence on crowdfunding;the financing goals and the minimum investment have significant negative influence on crowdfunding;the image information of projects and the returns date have no significant influence on crowdfunding.These results can provide helpful advice for how to improve crowdfunding project success rates.