The Influence Of Investor Empowerment Perception On Agricultural Crowdfunding Performance

For many years,there are many problems in the process of agricultural modernization,such as asymmetric information,unsalable agricultural products,difficult financing of small and medium-sized agricultural enterprises and so on.In addition,the incidents of food safety that have been frequently exposed in recent years have caused people to pay more attention to the quality and safety of agricultural products.Under this background,the characteristics of agricultural crowdfunding that add up,produce on sales prospect and customization makes people see the hope of solving these problems.Therefore,how to improve the performance of agricultural crowdfunding projects and explore the factors affecting the success rate of crowdfunding projects has become a hot spot in the field of crowdfunding research.In this paper,firstly,the concept of customer psychological empowerment and its measurement methods as well as related domestic and foreign research are described in detail.Secondly,the definition of crowdfunding by domestic and foreign scholars is introduced in detail and the definition of crowdfunding in this research is given.Thirdly,this paper reviews the research on the influencing factors of crowdfunding performance.Finally,the definition and dimension of trust are briefly summarized.Based on the customer authorization theory,trust theory and the research results of crowdfunding,the relationship between variables in this study is discussed in detail,and the hypothesis and research model are put forward.We collected data from those who had participated in or paid close attention to agricultural crowdfunding,introduced trust as the mediator.In this paper,we make use of statistical analysis software SPSS 19.0 and AMOS 21.0 to analyze the reliability and validity of the collected data and multivariate regression analysis.In order to explore the mechanism and influencing factors between funders' empowerment perception and the performance of crowdfunding.The empirical results show that the three dimensions of donor psychological empowerment in crowdfunding,namely,choice power,informing power and the influenced power have significant positive impact on crowdfunding performance.In addition,the trust of donors have played a mediation role between psychological empowerment and crowdfunding performance.The effect of influenced power on crowdfunding performance was totally mediated by donor trust,however,donor trust was a partially mediator in the relationship between choice power,informing power and crowdfunding performance.The results of this study will help sponsors recognize the importance of customer empowerment.At the same time,it is very important for the sponsors of agricultural crowdfunding project to put more resources and energy into the key dimensions of psychological empowerment,thereby improving the efficiency of resource utilization and ultimately improving the crowdfunding performance.