互联网时代的到来，催生了众筹这一全新的互联网金融模式，众筹的低门槛 性也鼓励了民众参与。众筹在我国已经进入高质量发展阶段，奖励型众筹成为研 究热点并迎来了更好的发展机遇。通过梳理国内外现有研究文献发现，大多数研 究很少关注奖励型众筹的投资者既是项目支持者又是消费者的双重身份，从消费 者角度展开研究的较少，因此本文通过众筹理论和消费者行为理论的交叉研究尝 试，丰富奖励型众筹绩效影响的理论和实证的相关研究。 首先，本研究以消费者购买意愿相关文献为基础，运用计划行为理论的相关 知识，构建了消费者对奖励型众筹产品的购买意愿的研究架构。模型研究中涉及 到的影响因素架构与假设整体有两部分，一部分为计划行为理论和新增加的创新 意识相关影响因素架构与假设，另一部分为人口学特征相关影响因素架构与假 设。参考了Ajzen提出的计划行为理论测量问卷模式设计正式问卷，由行为态度、 主观规范、知觉行为控制和创新意识构成计划行为理论量表和消费者购买众筹产 品意愿量表，并向奖励型众筹消费者展开问卷调查，收集整理284份有效问卷数 据。 其次，通过回归分析对假设模型进行检验，并对实证结果进行分析发现行为 态度、创新意识、知觉行为控制对奖励型众筹消费者购买意愿有显著影响，影响 程度由大到小依次为：行为态度、创新意识、知觉行为控制，而主观规范对奖励 型众筹消费者购买意愿无显著影响。同时使用SPSS25.0统计软件，通过非参 数检验方法对人口社会学变量下的购买意愿差异性进行分析，得出男性、自由职 业、年收入高以及已婚群体购买意愿更显著，学历、家庭成员数、上网时长无显 著性差异。 最后，结合前文研究的相关实证结果，提出平台方和奖励型众筹发起方应该 加强对消费者偏好分析，提升项目质量以影响消费者行为态度；重视预热宣传、 互动和回报环节以影响消费者主观规范；规范平台监管机制以提升众筹项目绩 效。同时，通过本文新增的创新意识变量实证结果，提出了实现奖励型众筹产品 性能和平台运营模式创新的新思路。 关键词：奖励型众筹，消费者，购买意愿，计划行为理论 II ResearchonConsumers'PurchaseIntentionBased onPlannedBehaviorTheory——TakingIncentive TypeCrowdfundingasExample Abstract Theadventoftheinterneterahasgivenbirthtoabrand-newInternetfinancial model-crowdfunding.Thelowthresholdofcrowdfundinghasalsoencouragedpublic participation.Ourcountry’scrowdfundinghasenteredastageofhigh-quality development,incentivetypecrowdfundinghasbecomearesearchhotspotand usheredinbetterdevelopmentopportunities.Throughcombingtheexistingresearch literatureathomeandabroad,itisfoundthatmostresearchespaylittleattentionto thedualidentityofincentivetypecrowdfundinginvestors,theyarebothproject supportersandconsumers,andfewresearchesarecarriedoutfromtheperspectiveof consumers.Therefore,thetheoreticalandempiricalresearchontheimpactof incentivetypecrowdfundingperformanceareenrichedthroughthecross-research attemptofcrowdfundingtheoryandconsumerbehaviortheory. Firstofall,thisresearchisbasedontherelevantliteratureofconsumers' purchaseintentionwiththerelevantknowledgeofplannedbehaviortheory;the researchframeworkofconsumers'purchaseintentionforincentivetypecrowdfunding productsisconstructed.Therearetwopartsinframeworkandassumptionsof influencingfactorsinthemodelresearch,onepartistheframeworkandassumptions ofinfluencingfactorsrelatedtoplannedbehaviortheoryandnewlyincreased innovationconsciousness,andtheotherpartistheframeworkandassumptionsof influencingfactorsrelatedtodemographiccharacteristics.Aformalquestionnaireon Ajzen'splannedbehaviortheorymeasurementquestionnairemodelisdesignedinthis research.Theplannedbehaviortheoryscaleandconsumers'purchaseintentionof crowdfundingproductsscalearecomposedofbehaviorattitude,subjectivenorm,and perceivedbehaviorcontrolandinnovationconsciousness.Aquestionnairesurvey amongincentivetypecrowdfundingconsumersisconductedbytheresearchand284 validquestionnairedataarecollected. Secondly,thehypothesismodelistestedandanalyzedbytheresearchthrough regressionanalysisandempiricalresults.Itisfoundthatbehaviorattitude,innovation consciousnessandperceivedbehaviorcontrolhavesignificantinfluenceonthe III behaviorintentionofincentivetypecrowdfundingconsumers.Thedegreeof influencefrombigtosmallisasfollows:behaviorattitude,innovationconsciousness andperceivedbehaviorcontrol,whilesubjectivenormshavenosignificantinfluence onthebehaviorintentionofincentivetypecrowdfundingconsumers.Atthesame time,SPSS25.0statisticalsoftwareisusedtoanalyzethedifferencesinbehavioral intentionsunderdemographicsociologyvariablesthroughnon-parametrictest methods.Itisconcludedthatmales,freelancers,highannualincomeandmarried groupshavemoresignificantbehavioralintentions,whilethereisnosignificant differenceineducationalbackground,numberoffamilymembers,andlengthof internetaccessgroup. Finally,throughtherelevantempiricalresultsofthepreviousresearch,Itis proposedthattheplatformandtheincentivetypecrowdfundingsponsorshould strengthentheanalysisofconsumerpreference,improvethequalityoftheprojectto affectconsumerbehaviorandattitude;Attachimportancetothepreheatingpublicity, interactionandreturnlinkstoaffectconsumersubjectivenorms;Andstandardizethe platformsupervisionmechanismtoimprovetheperformanceofcrowdfunding projects.Atthesametime,basedontheempiricalresultsofthenewinnovation awarenessvariables,anewideaofrealizingtheinnovationofperformanceand platformoperationmodeofincentivetypecrowdfundingproductshavebeenput forward. Keywords:incentivetypecrowdfunding,consumers,purchase intention,plannedbehaviortheory 目录 中文摘要........................................................................................................................I Abstract......................................................................................................................II 第一章引言..................................................................................................................1 1.1研究问题和研究背景.....................................................................................1 1.1.1众筹的兴起..........................................................................................1 1.1.2研究问题的提出..................................................................................3 1.2研究意义.........................................................................................................3 1.2.1理论意义..............................................................................................3 1.2.2实践意义..............................................................................................3 1.3研究目的和内容.............................................................................................4 1.3.1研究目的..............................................................................................4 1.3.2研究内容..............................................................................................4 1.4研究方法和技术路线图.................................................................................5 1.4.1研究方法..............................................................................................5 1.4.2研究技术路线图..................................................................................6 1.5本研究的创新点.............................................................................................6 第二章理论基础和文献综述......................................................................................8 2.1众筹相关理论.................................................................................................8 2.1.1众筹的定义..........................................................................................8 2.1.2众筹的应用类型..................................................................................8 2.2奖励型众筹.....................................................................................................9 2.2.1奖励型众筹概述..................................................................................9 2.2.2奖励型众筹流程................................................................................10 2.3计划行为理论...............................................................................................10 2.3.1计划行为理论概述............................................................................10 2.3.2计划行为理论与其它消费者行为理论的比较...............