Study On The Influencing Factors Of Consumers' Participation In Crowdfunding Behavior

All the chips are a new industry model of network finance.It not only affects the lives of the people,but also affects the forms of entrepreneurship,financing forms and management forms of smes.It is a bridge built in financing and support human capital,direct transmission,high efficiency,low it can directly help small and medium enterprises,especially the financing problem in the enterprise start-up stage;all the chips in the model,supporters can according to their own meaning and need to choose products that help.From the financing point of view,whether the success of the public to raise core is to attract enough supporters,so we must understand the supporters to participate in the psychological.In this paper,after reading about the development to raise the public's related articles at home and abroad and the analysis of all the chips in domestic and abroad,summarizes the actual situation of the whole congregation,to raise public goods as the research object,statistical analysis of all the chips in the development of our country.Then,standing on the supporters of the perspective,from the perspective of the participating motivation,as a supporter of values as the basis,from the six perspective of value,product value,emotional value,cognitive value,social value,situational value and trust value,analyze the factors which affect the support is what kind of contact for products the congregation raised and its behavior,which is involved in mediating intention,explore the supporters of the values is how to adjust the supporters to raise public goods behavior.This paper is based on the 225 survey report,linear regression and hierarchical regression using SPSS statistical methods,research results show that product value,emotional value,cognitive value,social value,situational value and trust value have positive effects on supporters to participate.