Motivation Research On Public Participation In Product Crowdfunding

As a new Internet financial business model, Crowdfunding has a considerable impact on people’s lifestyles, financing of SMEs, entrepreneurship manner and mode of operation. This financing model establish a direct funds transfer bridge between the fund-raisers and supporters, with its fast, inexpensive features can effectively help solve SMEs’, particularly start-ups’ financing problems; and in crowdfunding financing model, Volkswagen consumers can according to their own wishes and needs investment / finance a product. For fund-raisers,the key to successful crowdfunding projects to attract supporters to participate, so it is crucial to understanding supporters Motivation.Firstly, combing through literature on crowdfunding and the current development situation of domestic and international research on crowdfunding industry, making a summary on the overall actual situation of Crowdfunding, and make statistical analysis of development in the country of the research object product crowdfunding. Secondly, from the perspective of public’s motivation, mainly based on the theory of consumer value model, from the product value, emotional value, cognitive value, social value, service value and trust value value dimension verify analysis of the impact of the relationship between the public’s motivation and participation behavior, and the altruism as moderating variable, to explore the moderating effect of relationship of emotional value and participation behavior. In this paper, using SPSS to do linear regression and hierarchical regression for data of 184 questionnaires, the results show that there is a significant positive correlation between participation with product value,emotional value, perceived value,social value,service value and trust value. For the moderating variable altruism, it has a positive regulatory role in the relationship between emotional values and participation behavior, that is, in high altruism, a positive correlation between emotional value will be enhanced with the participation behavior. Finally, according to the results of this study, from two aspects of the platform and fund-raising,give policy recommendations for attracting the public to participate in the crowdfunding and raising the success rate of the public financing project financing.