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中南大学学报(社会科学版)
ZHONGNAN DAXUE XUEBAO(SHEHUI KEXUE BAN)

2016年08月第22卷第4期
   
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文章编号:1672-3104(2016)04-0095-08
 
众筹模式支持者感知风险维度研究
 
杨艳军,康冬雪
 
(中南大学商学院,湖南长沙,410083)
 
摘  要: 基于感知风险理论,对众筹模式支持者感知风险及其维度进行了界定,并结合对众筹模式支持者的深度访谈,探索性地开发了一个7维度、22题项的众筹模式支持者感知风险测量量表。通过对290份调查数据进行探索性和验证性因子分析,检验了量表的信度和效度。研究结果表明:众筹模式支持者感知风险维度构成包括产品功能风险、产品交付风险、售后风险、项目发起人风险、个人隐私风险、众筹平台风险以及众筹网站功能风险;与传统电商模式相比,众筹模式支持者几乎不存在感知社会风险和感知心理风险,且感知风险维度的测量题项有了新的发展和显著变化。
 
关键词: 互联网金融;众筹;感知风险;风险维度;测量工具
 
 
Dimensions and measurement of crowdfunding supporters’ perceived risk
 
YANG Yanjun, KANG Dongxue
 
(School of Business, Central South University, Changsha 410083, China)
 
Abstract: Based on the theory of perceived risk, the present study attempts to define the concept of crowdfunding pattern supporters’ perceived risks and its dimensions. Taking in-depth interviews with crowdfunding supporters into consideration, the study also tentatively develops a measurement scale of these supporters’ perceived risks, which includes 22 items in 7 dimensions. By undertaking an exploratory and confirmatory analysis of the factors from 290 questionaires of crowdfunding pattern supporters, the study tests the reliability and validity of the measurement scal. Findings show that the dimensions of crowdfunding pattern supporters’ perceived risks comprise product risk, delivery risk, after-sale risk, project initiator risk, privacy risk, crowdfuding platform risk and crowdfunding website risk. Comparing crowdfunding pattern with the traditional e-commerce pattern, crowdfunding pattern supporters hardly need to percieve social risks and psychological risks. Besides, there arise new advances and drastic changes in the measuring items of the dimensions of perceived risks.
 
Key words: internet finance; crowdfunding; perceived risk; risk dimension; measurement tools
 
 
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