Research On The Influence Factors Of Crowdfunding Performance:Based On Elaboration Likelihood Model Theory

This paper used elaboration likelihood model to construct the impact mechanism model of crowdfunding performance from the central route and the peripheral route.Based on public data of Jingdong crowdfunding site,Taobao crowdfunding site and Suning crowdfunding site,this paper analyzes the influence of project sponsor credit,project quality,project innovation,page design,sponsor interaction on crowdfunding performance.At the same time,this paper analyzes the science technology,music and film crowdfunding project.The results indicate that sponsor credit,project quality,project innovation,page design,sponsor interaction can be positively and respectively affect crowdfunding performance.For the science technology projects,the above assumptions are still established,but the scientific technological projects to explain the model data is higher than the overall data model interpretation.For music crowdfunding projects,the project sponsor credit is not related to the crowdfunding performance.The interpretation of the music project model is lower than the interpretation of the overall data model.For film crowdfunding projects,the project sponsor credit and project innovation are not related to the crowdfunding performance,respectively.The interpretation of the film project model is lower than the interpretation of the overall data model.Based on the results of theoretical and empirical analysis,this paper puts forward the corresponding management suggestions for three types crowdfunding of science technology,music,film,and can be used as reference for all kinds of projects.