[Purpose/Significance] The sustainable development of public reading depends on effective financing mechanisms. As an innovation in the Internet environment, crowdfunding plays an increasingly positive role in the financing of public reading. Exploring the influencing factors of crowdfunding in public reading presents important references to bring out the full potential of this innovation instrument.[Method/Process] This study took the public reading crowdfunding activity of "Reading in Yangcheng" as the research case, surveyed 2860 donors by online questionnaire to explore the factors affecting the crowdfunding effect of public reading from the perspectives of moral hazard and rational choice.[Result/Conclusion] Data analysis shows that moral hazard factors, such as social capital and trust to the platform, together with donor characteristics, affect the effectiveness of crowdfunding. However, the rational choice factors, such as the cost of participating, spiritual and material rewards, are found to have no effect. On this basis, the paper puts forward suggestions to improve the effect of crowdfunding in the current public reading from the perspectives of trust and donor identification.
Nie Yonghao
,
Shi Yuxin
,
Chen Han
. Research on Influencing Factors of Crowdfunding in Public Reading[J]. Library and Information Service, 2023
, 67(4)
: 21
-29
.
DOI: 10.13266/j.issn.0252-3116.2023.04.003
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