出版科学 ›› 2017, Vol. 25 ›› Issue (5): 68-.

• 出版学 出版工作 • 上一篇    下一篇

众筹出版网页营销驱动因素与筹资效率关系的实证研究

苑春 梁玮    

  1. (兰州大学管理学院,兰州,730000)
  • 出版日期:2017-09-15 发布日期:2017-09-15
  • 作者简介:苑春,经济学博士,兰州大学管理学院讲师 ;梁玮,兰州大学管理学院 2015 级硕士生。
  • 基金资助:

    In this article, we discuss the relationship between publishing and fund-raising efficiency. The empirical study shows that the originators’ quality signals and popularity have positive significant effect on fundraising efficiency. The goal influences fund-raising efficiency, and their relationship is of an invested u-shaped.

Empirical Study of Relationship between Crowdfunding Publishing Marketing-drivers and Fund-raising Efficiency

  • Online:2017-09-15 Published:2017-09-15

摘要:

实证探究众筹出版项目的网页营销驱动因素与筹资效率间的关系。研究结果表明 :在各个营销驱动因素中,众筹出版项目的发起人质量信号显著影响筹资效率;项目社群互动质量与筹资效率呈显著的正相关关系;出版项目的价格信号中,目标金额显著影响筹资效率,并与筹资效率呈倒 U 型关系。

Abstract:

In this article, we discuss the relationship between publishing and fund-raising efficiency. The empirical study shows that the originators’ quality signals and popularity have positive significant effect on fundraising efficiency. The goal influences fund-raising efficiency, and their relationship is of an invested u-shaped.