Research On Influencing Factors Of Crowdfunding Financing Performance Based On 4v Marketing Theory

In recent years,the rapid development of Internet finance has brought more convenient and rapid impact on people's lives.It has not only supplemented the offline financial business,but also became an innovative channel for online financial business.The crowdfunding model is a type of internet finance,and fundraisers can use the Internet to raise funds for their projects.The generation of crowdfunding provides an efficient channel for the financing of entrepreneurial enterprises and the supply of private idle capital,which alleviates the problem of “financing difficulties”for start-ups.In order to let more investors pay attention to crowdfunding projects,this paper selects the influencing factors of financing performance of technology-rewarded based crowdfunding projects from the perspective of marketing.Because the successful technology-award-winning crowdfunding project has the characteristics of“technical innovation,personalized customization,added value,and feelings”,it is in line with the“differentiation,functional flexibility,added value and resonance”of4V marketing theory.Therefore,this paper chooses 4V marketing theory as the basis,and divides the four aspects into product differentiation,image differentiation,functional flexibility,service added value,brand added value and resonance six dimensions to the crowdfunding financing performance.At the same time,this paper selects the number of research results,the number of pictures,the number of items announced,the number of sponsors and the number of comments initiated by the sponsors on the Jingdong Crowdfunding website as a measure of six dimensions,constructing a multiple regression model,summarizing the fundraising Performance impact factors.This paper finds that product differentiation,image differentiation,functional flexibility,service added value and resonance five dimensions have an impact on the financing performance of technology-reward-based crowdfunding projects.In terms of product differentiation,the number of research results of sponsors has a positive impact on the financing performance of crowdfunding projects;in terms of image differentiation,the number of images has a positive impact on the financing performance of crowdfunding projects;in terms of functional flexibility,the numberof returns The financing performance of crowdfunding projects has a positive impact;in terms of service added value,the number of project announcements has a positive impact on the financing performance of crowdfunding projects;in terms of the number of comments,the number of project reviews has a positive impact on the financing performance of crowdfunding projects.