Analysis of Influencing Factors of Crowdfunding Performance of Traditional Handicraft

Abstract

The rise of crowdfunding websites have added new sales channels to traditional handicraft, how to achieve the success of crowdfunding is the concern of many promoters. This article selects JD.com crowdfunding data for analysis and discusses the influencing factors of crowdfunding success from the three dimensions of cultural experience, environmental experience and functional experience, and constructs a structural equation model. The results show that functional experience and environmental experience directly affect crowdfunding performance, and cultural experience indirectly affects crowdfunding performance through functional experience, functional experience is the most concerned factor for crowdfunding investors, traditional handicrafts should focus on creating strong functional experience and high-quality environmental experience.