Research On Internet Reward-based Crowdfunding User Behavior Based On ELM Theory

In recent years,the Internet crowdfunding model has developed rapidly,especially the Internet rewards crowdfunding project has been popularized due to its"raised funds-trial production-production—delivery" product circulation model.Taobao Crowdfunding and Jingdong Crowdfunding have taken the lead in expanding the Internet return-based crowdfunding project business.Its development has attracted the attention of the majority of netizens and has also received great attention from the government.In the development process of Internet return-type crowdfunding,users lack the willingness to participate and behavior due to high project risks and lack of returns.Therefore,this article will study how to promote users to participate in Internet rewards crowdfunding projects,and thus promote the sound development of Internet return crowdfunding.This paper uses empirical research methods to study this topic,based on the Elasticity Likelihood Model(ELM)to construct the research model.Based on the consumer's ability and motivation dimension,this paper divides two paths(central path and peripheral path)to study consumer participation in Internet rewards crowdfunding behavior,and studies the main factors affecting consumers' willingness to participate in behavior.Among them,the central path factors include the quality of the argument,economic value,and social value.The peripheral path factors include system quality,service quality,and reputation.In addition,this study will introduce social cognitive theory self-efficacy factors and herding factors as the regulators of this model.There are 11 factors in this model.The scales and questionnaires studied in this paper are designed with reference to the classical scales of these factors.In this paper,433 valid questionnaires were collected.After EXCEL was used for data screening,the data analysis software SPSS20.0 was used to test the reliability and validity of the data.After that,this paper further uses the structural analysis software LISREL to fit the model and verify the hypothesis.The conclusions of this paper are found that self-efficacy and herdity have a regulatory effect,self-efficacy significantly positively regulates the quality and perceived usefulness of the argument,significantly negatively regulates the peripheral path factor and perceived usefulness;and the negative negative adjustment of social value and perceived usefulness,Positively regulate reputation and consumer trust.The research also found that the key factor affecting consumers1 participation in Internet rewards crowdfunding projects is consumer perceived usefulness,and consumer trust has no significant correlation with consumer behavioral willingness;consumer perceived usefulness is subject to argument quality and service.The impact of quality,system quality,social value,and service value,while reputation and perceived usefulness are not significant,may be related to consumer decision-making more focused on the quality of project product arguments.The conclusions of this paper suggest that project sponsors should pay more attention to project information quality,pay attention to consumer hotspots to extract product value,provide good service quality,and pay attention to social interaction with platform users.