Research On The Reward Product Development Oriented By Investors Perceived Value

Relying on the development of the Internet,the crowdfunding has brought a subversive impact on the traditional investment and financing mode.No longer restricted by funds,idea and popularity,innovative entrepreneurs can easily "raise funds","raise idea" and "raise popularity" through crowdfunding,thus enhancing the flexibility of the operation of the financial market.Among many types of crowdfunding,the development of reward crowdfunding with the nature of product(service)returns is more prominent,and it has become an important means for makers and manufacturers to raise funds,market and test market choices.However,how to grasp the main factors influencing investor participation behavior and how to develop products more in line with the needs of reward crowdfunding investors? Therefore,this paper conducts a questionnaire survey on investors on the demand side for empirical analysis,selects "Jingdong crowdfunding" platform on the supply side for case analysis,and studies specifically the participation behavior of investors in reward crowdfunding in the way of "Combination of Supply and Demand".First of all,based on previous theoretical research,characteristics of reward crowdfunding and participation experience of "Jingdong crowdfunding",this paper adds the collective psychological factors to the study on the behavior of investors in reward crowdfunding,eventually conclude that Perceived Ease of Use,Functional Value,Social Value,Experiential Value,Economic Value,Perceived Risk,Perceived Trust,Herding Effect,Bystander Effect and Deadline Effect,analyzes its raise behavior for investors to reward all the specific impact of the mechanism.Through the questionnaire survey of 200 registered users of "Jingdong crowdfunding" and 100 other network users,246 valid sample data were finally obtained.With the help of Stata11 econometric analysis software,we finally obtained the research conclusion supported by this data: Functional Value,Social Value,Experiential Value,Economic Value,Perceived Trust,Herd Effect and Deadline Effect have significant positive influence on investors' online participation in reward crowdfunding;Perceived Risk and Bystander Effect have significant negative effects on participant behavior.However,the Perceived Ease of Use is not significant and only shows a positive correlation.Second,in order to enable participants to have a better intuitive feeling and grasp the better product development link,this paper selected the "Jingdong crowdfunding",a leading reward crowdfunding platform in the industry,on the supply side for a typical analysis.From the vertical and horizontal comparison and analysis of some major platforms,the typical characteristics of Jingdong crowdfunding platform in the industry of reward crowdfunding are obtained,and then analyze jingdong operating characteristics,development course,operation performance,development present situation,the operating mechanism,main features and the mainstream products.Then,combines the result of empirical analysis,from the “crowd positioning”,“demand discovery”,“traffic attraction”,“deep participation”,“return plan”,“target amount” and “financing period” analyzes the product development of Jingdong crowdfunding platform.In addition,according to the specific successful cases of the "Three Dads",the financing efficiency of the crowdfunding model,the operation mechanism of the crowdfunding platform and the editing method of the crowdfunding project are demonstrated,and providing a reference for the development of the reward crowdfunding products.Finally,based on the research conclusions,this paper puts forward specific policy suggestions that can increase the success rate of crowdfunding projects and promote the healthy development of the crowdfunding industry from the perspective of legal support,platform operation and project issuer.