Research On The Impact Of Perceived Value On User Participation Intention In The Context Of Crowdfunding

With the continuous development of modern information technology and Internet technology,especially the development of mobile Internet,cloud computing,big data,social media,as one of the mainstream models of Internet financial innovation,showing rapid growth in the world trend.However,because the operation mode and user groups of each crowdfunding is different,the success rate of financing about them is a big difference.Even on the same platform,not all of the projects shown will obtain finance successfully.In this context,it is particularly important to study the influencing factors that affect the user's willingness to participate in the crowdfunding project for all financiers.In this emerging competitive market of crowdfunding,the choice of the right in the hands of investors,that is,the success of crowdfunding project is determined by the users of the platform in most cases.Therefore,users play a vital role in the success of all projects.Long-term and stable user groups are involved in crowdfunding,they can help them to raise funds for successful projects,this also the main way to help the sponsors teams to maintain their project advantages.Perceived value theory helps to understand the individualized,diversified pursuit of value about different users in the public environment of crowdfunding.Therefore,this paper has a certain significance in the field of crowdfunding ursers perceived value theory.In addition,for the sponsor of the project,the user participation in the willingness is an important indicator to measure the success of all activities.The greater the number of people involved in the project,will quickly speed up the financing of various projects progress,thus affecting the implementation and improve of the specific projects.For the user,the difference of their participation behavior will also determine the return they can get from the various projects.Based on the research results of scholars about the motivation of user to particaipate the crowdfunding project,and the factors that affect the success of the project,this paper will divide the dimension of perceived value in the crowdfunding environment,and use the questionnaire survey and PLS-SEM structural equation model to study the impact of perceived value on the willingness of users to participate the crowdfunding project in empirical research.The main contents are as follows:(1)Constructing five dimensions of perceived value in the crowdfunding environment,namely,Functional Value,EconomicValue,Emotional Value,Human Value and Social Value;(2)through the recovery of 275 questionnaires,using SPSS and Smart PLS for data analysis and theoretical model assumptions,found that: the Economic Value,Emotional Value,Human Value and Social Value of crowdfunding is significantly affect the user's Perceived Value;and it has a positive correlation between perceived value and the willingness to participate in crowdfunding project,that is,the higher the perceived value,the greater the willingness to participate crowdfunding project,and vice versa.