Research On Consumers' Purchase Intention Based On Planned Behavior Theory

The advent of the internet era has given birth to a brand-new Internet financial model-crowdfunding.The low threshold of crowdfunding has also encouraged public participation.Our country's crowdfunding has entered a stage of high-quality development,incentive type crowdfunding has become a research hotspot and ushered in better development opportunities.Through combing the existing research literature at home and abroad,it is found that most researches pay little attention to the dual identity of incentive type crowdfunding investors,they are both project supporters and consumers,and few researches are carried out from the perspective of consumers.Therefore,the theoretical and empirical research on the impact of incentive type crowdfunding performance are enriched through the cross-research attempt of crowdfunding theory and consumer behavior theory.First of all,this research is based on the relevant literature of consumers' purchase intention with the relevant knowledge of planned behavior theory;the research framework of consumers' purchase intention for incentive type crowdfunding products is constructed.There are two parts in framework and assumptions of influencing factors in the model research,one part is the framework and assumptions of influencing factors related to planned behavior theory and newly increased innovation consciousness,and the other part is the framework and assumptions of influencing factors related to demographic characteristics.A formal questionnaire on Ajzen's planned behavior theory measurement questionnaire model is designed in this research.The planned behavior theory scale and consumers' purchase intention of crowdfunding products scale are composed of behavior attitude,subjective norm,and perceived behavior control and innovation consciousness.A questionnaire survey among incentive type crowdfunding consumers is conducted by the research and 284 valid questionnaire data are collected.Secondly,the hypothesis model is tested and analyzed by the research through regression analysis and empirical results.It is found that behavior attitude,innovation consciousness and perceived behavior control have significant influence on thebehavior intention of incentive type crowdfunding consumers.The degree of influence from big to small is as follows: behavior attitude,innovation consciousness and perceived behavior control,while subjective norms have no significant influence on the behavior intention of incentive type crowdfunding consumers.At the same time,SPSS 25.0 statistical software is used to analyze the differences in behavioral intentions under demographic sociology variables through non-parametric test methods.It is concluded that males,freelancers,high annual income and married groups have more significant behavioral intentions,while there is no significant difference in educational background,number of family members,and length of internet access group.Finally,through the relevant empirical results of the previous research,It is proposed that the platform and the incentive type crowdfunding sponsor should strengthen the analysis of consumer preference,improve the quality of the project to affect consumer behavior and attitude;Attach importance to the preheating publicity,interaction and return links to affect consumer subjective norms;And standardize the platform supervision mechanism to improve the performance of crowdfunding projects.At the same time,based on the empirical results of the new innovation awareness variables,a new idea of realizing the innovation of performance and platform operation mode of incentive type crowdfunding products have been put forward.