Research On Emotional Factors Of B&B Investment Based On Crowdfunding Case Of The Internet

B & B is the rapid development of China’s form of accommodation in recent years.At present,Crowdfunding can provide an effective way of financing accommodation industry.This paper tries to reveal the low returns to the B & B,where the secret of successful financing?Why a large number of investors will invest in the B & B?Through the research,provide a theoretical basis for the design and financing of CrowdfundingThis paper is divided into eight chapters.The first chapter is the introduction,which introduces the proposal of the research,the purpose and significance of the study,the technical route of the research;The second chapter is the definition of B & B,crowdfunding,emotional resonance,And then the related theory,the application of theory of feelings,the investment of the crowdfunding modeland the application of emotional resonance in the design;The third chapter is the design of research methods,including the design of data collection methods,the application of the grounded theory and the basis for the selection of Nvivo qualitative software;the fourth chapter adopts the purposive sampling method,use the “start to crowdfunding” website,raise the public case as the object of study,to obtain 56713 of all the number of words,all paragraphs into 1581sections;The fifth chapter adopts grounded theory,with Nvivo software as research tool,and through open coding obtains 27 primary categories,they are painting and calligraphy arts 、bamboo-made、knitting process、the craft of the wood carver、bredecraftwork、traditional way of work and so on,the spindle code concludes 5 main categories(respect for traditional culture,comfortable life,ecological concept,pastoral life,and pursuit of wonder).selective encoding stage,determine the core category of "The way of life in the B& B" around the core category of the story line,the construction and development of a theoretical model of emotional resonance caused by the factors of crowdfunding investors.The sixth chapter is the analysis of the emotional factors of crowdfunding investors.The seventh chapter is to improve the efficiency of crowdfunding raised put forward a proposal:Based on the characterization,the local residents play space,autonomy and local design.The eighth chapter is the conclusion and summary of the conclusion of the study.The study found that the feelings of the B & B is the way of life,life atmosphere,quality of life,status in life.Pastoral life,ecological philosophy and respect for traditionculture are all ideals of life atmosphere.Comfortable life belongs to the ideal of quality of life.The pursuit of wonder is a life condition.The three were the actual existence of dimension,pastoral life,ecological concept,respect the traditional culture exhibition is external features,The status in life is the intrinsic character of an investor around the pursuit of wonder;expectation and longing for life quality of comfortable life.Way of life is through a series of symbol shows,crowdfunding investment reached the emotion in the interpretation of the symbols in the resonance process.