Proceedings of the 2018 International Conference on Management and Education, Humanities and Social Sciences (MEHSS 2018)

Research on Influence of Investors' Willingness to Invest in Equity Crowdfund

Authors
Yongming Pan, Yayun Liu
Corresponding Author
Yongming Pan
Available Online April 2018.
DOI
https://doi.org/10.2991/mehss-18.2018.75How to use a DOI?
Keywords
subjective norms; perceived risk; perceived value; investor innovation; willingness to invest.
Abstract
From the perspective of equity crowdfunding investors' cognition, the concept models of perceived risk, subjective norm, perceived value and investment willingness are constructed by referring to relevant theories such as planned behavior and individual innovation. The results of the study show that subjective norms of investors have a significant positive impact on investment willingness through perceived value; investors perceived negative influence on investment willingness. Through the analysis of the development status of the equity crowdfunding market and the influence factors of investors’ investment intention, the current theoretical research on investment decision-making is refined. At the same time, individual investor’s willingness to invest in equity crowdfunding projects is analyzed from the perspective of individual cognition and equity crowdfunding is enhanced. Project effectiveness and relevance.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Yongming Pan
AU  - Yayun Liu
PY  - 2018/04
DA  - 2018/04
TI  - Research on Influence of Investors' Willingness to Invest in Equity Crowdfund
BT  - 2018 International Conference on Management and Education, Humanities and Social Sciences (MEHSS 2018)
PB  - Atlantis Press
UR  - https://doi.org/10.2991/mehss-18.2018.75
DO  - https://doi.org/10.2991/mehss-18.2018.75
ID  - Pan2018/04
ER  -