Study On The Influencing Factors Of Agricultural Products Crowdfunding Performance From The Perspective Of 4P-4C

Under the background of the country’s "rural revitalization" strategy,how to develop the "three rural" economy with high quality,promote farmers’ income,expand agricultural product sales channels,and increase the financing convenience of agriculture-related enterprises are difficult points for policy makers.Due to the lack of economic development,the complete logistics service and the inconvenient information exchange in rural areas in China,there is a big gap between it and the urban areas,whether it is economic,financial or various services.In rural areas,there are difficult problems such as less development drive,weak human capital,and old materials and equipment.Agricultural production faces risks arising from natural factors,market fluctuations,product quality,etc.,and solves the “first mile” and “last mile” of agricultural products.",need to gather the wisdom of the whole society to solve.The crowdfunding of agricultural products is accompanied by the tide of Internet finance to enter the public’s field of vision,providing a new way of thinking for solving rural financial and economic problems.Through the crowdfunding of agricultural products,producers can achieve pre-production fixed sales,risk dispersion,and increase profits.At the same time,investors can also obtain high-quality agricultural products that meet their individual needs and safe nutrition.For both investment and financing,there will be a win-win result.However,as with the production uncertainty caused by the long production cycle and high risk of agricultural products,the problems of agricultural product crowdfunding due to poor development,less publicity and low public acceptance in China have also followed.Therefore,even if it is a product that conforms to the development of the times,the development of agricultural products crowdfunding in China is still not easy,and it will inevitably go through a more difficult development process.Based on this,this paper will conduct research on the crowdfunding of agricultural products,and analyze the influencing factors affecting the financing performance in the financing process,so that the project sponsors can provide suggestions on project selection,project display and interactive communication,and also for investors.Project screening provides a reference.This paper first summarizes the design theories in China’s agricultural product crowdfunding activities through literature reading and data retrieval,and lays a theoretical foundation for the full text research.It is found that the 4C theory in long tail theory,financial disintermediation theory and marketing is The main theory in the financing of agricultural products.Secondly,this paper sorts out the development status of China’s agricultural product crowdfunding from the aspects of development scale,participation subject,supervision method,main risk and performance evaluation.Then,the high-moor agricultural kiwifruit science demonstration base was selected as a sample for research.It was found that in the agricultural product crowdfunding activities,the five factors of promoter credit,agricultural product characteristics,project economy,information quality and customer participation were generated for financing performance.influences.Then,this paper selects 418 projects on Jingdong Finance,Taobao Crowdfunding,Crowdfunding Network,Honeycomb Crowdfunding,Point Planning Network,78 crowdfunding and 6 agriculture-related crowdfunding platforms as a sample to construct a structural equation model.AMOS17 and SPSS22.0 are tools that validate the relevant assumptions in a metered manner.The empirical results show that the financing target amount,financing period,minimum investment amount,number of uploaded pictures,whether to upload videos,number of comments,number of supporters,and number of project updates have an important impact on the financing of agricultural products,including financing target amount,financing period,and support.The number of people and the number of comments have a significant impact on the project financing rate;the direct impact of the sponsor’s individual or legal person on the project financing performance is not significant;the four variables of product type,product origin,report between uploading,and delivery period do not directly affect financing.Performance,but indirectly through the economic factors of the project;the characteristics of agricultural products and the credit factors of the promoters have an interaction relationship;the characteristics of agricultural products and the factors of customer participation have a mutual impact.Finally,the paper explains and analyzes the empirical results,and provides policy recommendations for the relevant participants to improve the financing success rate from six aspects.And the future research is prospected.