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创意众筹融资模式的出现为创意项目融资提供了便捷的途径。本文基于理性选择理论,构建创意众筹参与者的效用评价模型,从理论视角探讨了在创意众筹模式下投融资双方参与融资的动力机制。对于融资者来说,获得低成本高效率的资金募集渠道和免费的市场调研信息与产品营销推广是其参与众筹的主要驱动力量。对于投资者来说,体验效用的获取和个人价值的实现是其参与众筹的主要驱动力量。投融资双方的需求通过众筹平台实现正向融合,有效促成双方效用的共同提高。
The emergence of creative crowdfunding financing provides a convenient way to finance creative projects. Based on the theory of rational choice, this paper constructs the utility evaluation model of creative crowdfunding participants, and explores the motivation mechanism of both financing and participation in financing in the creative crowdfunding model from the theoretical perspective. For the financiers, access to low-cost and efficient fund-raising channels and free market research information and product marketing promotion is its main driving force involved crowdfunding. For investors, the acquisition of experiential utility and the realization of personal values are the main drivers of crowdfunding. The needs of both investors and financiers have achieved positive integration through crowdfunding platforms, effectively boosting the effectiveness of both parties.