Identification of Investor’s Social Identity in Product Crowdfunding

Abstract

By integrating the observable factors of Investment behavior of product crowdfunding investors, this article developed a questionnaire on the factors that influence the social identity of product crowdfunding investors. The article analyzed the data by using factor analysis method. And then, the results showed that the ways of investor's social identity include identity tags, normative values, group efficacy, and group emotion, while self-efficacy has no significant influence on investor's social identity. Combined with the results, some suggestions are put forward to enhance the social identity of investors, thus improving the success rate of crowdfunding projects and promote the development of product crowdfunding.