产品众筹支持者参与行为决策机制研究——基于我国主流众筹平台的扎根分析

The Decision-making Mechanism of the Supporter Participative Behavior of Crowdfunding Viewed from Grounded Theory

As an important participator of two-sided markets, the knowledge about the participation and behaviors of the crowdfunding supporters is unclear and ambiguous. Based on grounded theory, the paper collects 11591 posters of 30 representative projects. This research proposed a model of the baker participative behavior by open coding, axial coding, selective coding and saturation level test. Results show that:（1）supporter make need recognition by stimulate and then to make decision;（2）there are two decision-making strategies, one being compensatory/noncompensatory decision rules, and the other sidestepping decision. The results enrich the outcome of supporter research of crowdfunding, and offer significance for sponsor, crowdfunding website development and crowdfunding rule made by government