摘要
扶贫类创业众筹是"互联网+"情境下实现精准扶贫的一种新方式。本文从创业叙事的角度提出了一个分析框架,并通过京东众筹平台的640个扶贫类创业众筹项目加以验证,以便确认何种动机诉求更能够打动支持者,进而提升扶贫类创业众筹项目的融资绩效。研究发现,利他诉求对项目的融资绩效有促进作用,而社交诉求有削弱作用;奖励诉求能够积极影响融资绩效,而风险披露的作用不明显。这表明在参与这类亲社会创业项目时,支持者的动机较为复杂,既有帮助、奉献的利他动机,又有获得奖励的需要,同时不会过多关注风险披露。本文揭示了隐含于创业叙事中的动机诉求对融资绩效的作用机制,也为项目发起者提供了有益的实践启示。
Poverty alleviation crowdfunding is a new way to achieve the targeted poverty alleviation under the"Internet+"context.Existing studies fail to disclose how the motivational appeals contained in the entrepreneurial narratives of poverty alleviation crowdfunding have impacts on their financing performance.Relying upon the cognitive evaluation theory,this paper puts forward a research model that depicts how motivational appeals influence financing performance.The research model is examined by the 640 actual poverty alleviation crowdfunding projects from the JD crowdfunding platform,revealing which motivational appeal is more helpful in impressing the backers and how to improve the project financing performance.This paper thus answers the following two research questions:(1)What motivational appeals are contained in entrepreneurial narratives?(2)How do these appeals have impacts on financing performance?The conclusions are offered as follows:Both the internal and external motivational appeals have various impacts on financing performance.More specifically,both altruistic appeals and reward appeals positively contribute to financing performance,social appeals have a negative impact,and risk disclosure has no significant effect.The results indicate that when participating in the pro-social projects such as poverty alleviation crowdfunding,backers have more complex motivations:They have the altruistic motivations to help others and the need to acquire material rewards;overall,they do not have many concerns on risks,and they do not leverage poverty alleviation crowdfunding projects for their social needs.The implications are that:First,the crowdfunders of poverty alleviation projects should focus on arousing backers’altruistic motivations rather than their social motivations.They also should put an emphasis on rewards rather than risk disclosure.Second,platform providers and relevant government agencies should guide and train crowdfunders to use appropriate languages to publicize their poverty alleviation crowdfunding
作者
卢宝周
徐烨清
陈昊
Lu Baozhou;Xu Yeqing;Chen Hao(College of Business,Qingdao University,Qingdao 266100,China)
出处
《外国经济与管理》
CSSCI
北大核心
2021年第8期38-50,共13页
Foreign Economics & Management
基金
国家社科基金重点项目(20AGL007)
山东省自然科学基金(ZR2020MG012)
教育部人文社科规划基金项目(19YJA630115)
山东省社会科学基金(20DGLJ02)。
关键词
扶贫类创业众筹
创业叙事
认知评价理论
动机诉求
poverty alleviation crowdfunding
entrepreneurial narratives
cognitive evaluation theory
motivation appeals
