PDF(1796 KB)
PDF(1796 KB)
PDF(1796 KB)
基于技术接受模型的传媒众筹支持意向影响因素研究
A Study on Influence Factors of Pledging Intention of Media Crowd-funding Based on TAM
本文对传媒众筹项目支持者的支持意向的影响因素及其影响路径进行了实证研究。文章基于技术接受模型和感知风险理论，构建了传媒众筹支持意向模型，通过对一项电影众筹项目支持者群体进行的问卷调查和数据分析，验证了众筹支持意向的影响因素主要是众筹项目的感知有用性、感知风险和众筹支持者的月薪水平。信任倾向和信息满意度尽管不直接对支持意向产生影响，但都会通过影响众筹支持者的感知风险和期望效用而间接影响支持意向。
Based on the Technology Acceptance Model（TAM）and perceived risk theory, this paper proposes a Media Crowd-funding Acceptance Model to explain the factors and paths that influence Crowd-funding backers’ intention to pledge. The study tests the model by questionnaire on the backers of a film crowd-funding project. The results indicate that the pledging intention is positively affected mainly by perceived usefulness, perceived risk and salary, while individual trust propensity and information satisfaction could affect the results indirectly by influencing perceived risk and expected utility.
media crowd-funding / pledging intention / influence factors / TAM
该研究为中国人民大学科学研究基金（中央高校基本科研业务费专项资金资助）项目成果，项目编号12XNK042。
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