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크라우드펀딩 특성이 참여의도에 미치는 영향 - 중국사례를 중심으로

The Effect of Crowdfunding Factors on Participational Intention -A Case of Chinese Participants

  • 가정 (건국대학교 신산업융합학과) ;
  • 이철규 (건국대학교 신산업융합학과)
  • Jia, Jing (Dept. of Advanced Industry Fusion, Graduate School, Konkuk University) ;
  • Lee, Cheol-Gyu (Dept. of Advanced Industry Fusion, Graduate School, Konkuk University)
  • 투고 : 2018.01.25
  • 심사 : 2018.03.20
  • 발행 : 2018.03.28

초록

본 논문의 목적은 중국사례를 중심으로 크라우드펀딩 참여의도에 영향을 미치는 요인을 살펴보기 위하여 연구모형을 설계하였다. 선행연구를 통해서 크라우드펀딩 플랫폼 특성, 투자자 특성, 사회적 특성, 지각된 용이성, 지각된 유용성과 참여의도를 변수로 도입하여 연구모형을 제시하고 중국의 크라우드펀딩 참여자들을 대상으로 설문조사를 실시하였다. 온라인 설문조사를 통해서 최종 439부를 수집하였으며 SPSS 23.0을 이용하여 제시한 연구가설을 검증하였다. 연구결과에 의하면 플랫폼 특성, 사회적 특성, 개인적 특성은 지각된 용이성과 지각된 유용성에 부분적으로 영향을 미치는 것으로 나타났으며, 지각된 용이성은 지각된 유용성에 영향을 미치는 것으로 나타났다. 또한 지각된 용이성과 지각된 유용성은 참여의도에 영향을 미치는 것으로 나타났다. 이러한 실증연구 결과를 활용하여 크라우드펀딩을 성공적으로 수행하는데 도움이 되는 방안을 제시하였다. 향후 크라우드펀딩 유형간의 비교 연구가 필요하다.

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