【作者】 刘娟；

【导师】 张兮； 赵洪科； 王孝炯；

【作者基本信息】 天津大学 ， 工业工程， 2020， 硕士

【副题名】基于自我决定理论

【摘要】 中小制造企业在转型升级过程中面临普遍的融资困难问题,尤其是在产品研发和生产环节中需要大量资金支持。很多企业开始利用互联网金融方式进行融资。通过互联网开展的众筹一方面缓解了中小制造企业的融资问题,另一方面变革了企业的产品生产方式。其中捐赠类众筹平台旨在为贫困企业提供融资服务,受到越来越多关注。然而,在捐赠类众筹平台中存在无法忽视的用户流失现象。对众筹平台和筹资方来说,深入理解众筹用户持续参与行为是至关重要的。本研究以捐赠类众筹平台为研究对象,基于自我决定理论探究了影响个体基本需求满足的财务及社会因素是否以及如何影响捐赠者持续参与行为。具体来说,本研究使用收集自捐赠类众筹平台Kiva.org的超过38万名捐赠者数据进行了全面的实证分析。研究结果表明,在自主性维度中盈利性语言较多的贷款描述会降低捐赠者的自主性,胜任维度上项目负反馈会损害捐赠者的胜任感,这两者均与捐赠者持续参与行为呈负相关关系。同时,在关系维度中,促进关系需求满足的好友数量或加入借款团队的数量均正向影响捐赠者持续参与,而被邀请进入平台和团队平均规模则表现出负相关关系。此外,本文探讨了动机披露的调节作用。本研究对捐赠者持续参与行为的影响因素进行深入研究,对众筹研究和用户持续参与行为研究具有一定理论贡献,同时对中小制造企业融资和众筹平台具有重要实践启示。更多还原

【Abstract】 In the process of transformation and upgrading,small and medium-sized manufacturing enterprises are faced with common financing difficulties,especially in product R & D and production.More and more enterprises began to use Internet finance to raise money.On the one hand,crowdfunding carried out through the Internet alleviates the financing problems of small and medium-sized manufacturing enterprises.On the other hand,it has reformed the production mode of enterprises.The donationbased crowdfunding platform aims to provide financing services for poor enterprises,attracting more and more attention.However,there is a serious phenomenon of user churn in the donation-based crowdfunding platform.It is crucial for crowdfunding platforms and lenders to deeply understand what factors influence the continuous participation of donors.This study takes donation-based crowdfunding platform as the research object.Drawing on self-determination theory,this study developed a framework proposing that financial and prosocial factors as necessary conditions for basic psychological needs can affect continuous participation of donors in the long-term process.Specifically,this study conducts a comprehensive empirical analysis on a sample of over 380,000 donors via kiva.org,one of the largest online donation-based crowdfunding platforms.The results indicate that,a loan narrative with more profit language in autonomy dimension and failure of participating in competence dimension are both negatively related to continuous participation of donors.The number of friends invited or small lending teams joined in relatedness dimension are positively associated with continuous participation of donors,while whether invited and average lending team size show negative influence.Furthermore,this study explores the moderating effects of the disclosure of motivation.This study deeply studies the influencing factors of continuous participation of donors,which has theoretical contributions to crowdfunding research and user continuous participation behavior research,and has important practical implications for both SME financing and crowdfunding platforms.更多还原