科技小发明产品消费者众筹参与态度研究 摘要 中小企业在我国国民经济和社会发展中具有重要的地位和作用。在促进经济增长、 结构升级以及扩大就业方面，中小企业的贡献非常明显。最近几年来，在国家经济发 展动能转换、供给侧结构改革的大背景下，在国家的“大众创业、万众创新”产业发 展政策的助力下，我国中小企业尤其是科技中小企业的创新活动更是迸发出前所未有 的活力。中小企业的创新活动虽然可以从多个维度进行，但是，产品创新是中小企业 创新的核心形式。中小企业产品创新的成功，不仅需要合适的人才、资金、制度等条 件的支持，同时也必须在产品的技术先进性、生产经济性和适应市场需求方面达到一 定的水准。从市场营销的角度看，企业新产品的成功上市是产品创新获得成功的根本 标志，而新产品上市的成功在很大程度上取决于市场试销的成功。新产品市场试销的 方法有很多种，如传统法、模拟法、扫描法、销售波研究、全面测试法，等等，这些 方法各有其优点和缺点。随着基于互联网技术的电子商务的普及和发展，网络众筹逐 渐成为中小企业青睐的一种新产品市场试销方式。中小企业创业创新团队能够进入像 京东金融这样优秀的众筹平台开展产品众筹，并不意味着其产品众筹项目一定能够取 得成功。影响其成功的因素很多，其中，众筹产品本身的质量以及在与众筹直接相关 的其他营销环节所采取有策略是否科学合理是非常关键的成功因素。要制定科学的众 筹营销策略，必须充分了解作为众筹潜在参与者的消费者行为，尤其是要了解影响消 费者参与产品众筹的因素哪些，以及这些因素是如何发挥作用的。 科技小发明产品是企业以较小的成本投入而开发出来的新产品，它是中小企业尤 其是科技中小企业所开发新产品中的常见形态。本文以市场营销领域相关的理论研究 成果为指导，提出了相关的研究模型和假设。该模型中的因变量是科技小发明产品的 消费者众筹参与态度，自变量包括消费者对科技小发明产品的感知创新性、消费者对 科技小发明产品的感知实用性、消费者对科技小发明产品的感知性价比，以及权威部 门对科技小发明产品的的质量合格证明。同时，以权威部门对科技小发明产品的质量 合格证明作为调节变量。在此基础上，设计了特定的调查量表，通过问卷调查收集了 与研究变量和假设相关的第一手数据，并借助相关的统计分析工具和方法，对研究的 假设进行了统计检验。通过对统计检验结果的梳理，本文得出以下研究结论： 第一，消费者对科技小发明产品的感知实用性正向影响消费者对科技小发明产品 众筹的参与态度。 第二，消费者对科技小发明产品的感知性价比正向影响消费者对科技小发明产品 众筹的参与态度。 摘要 第三，在消费者对科技小发明产品的感知创新性正向影响消费者对科技小发明产 品众筹的参与态度的过程中，权威部门的质量合格证明起正向调节作用（加强）。 笔者根据本文的研究结论，考虑科技小发明产品消费者众筹参与态度的影响因素， 结合我国中小制造企业的实际情况，对科技小发明产品的营销管理提出如下对策建议： （1）将提升产品的创新性、实用性和性价比作为科技小发明产品开发的重要原则。 （2）把获得权威部门的质量合格证明作为科技小发明产品开发的必要环节。（3）在 新产品的网络众筹和其他形式的市场试销过程中，将产品实用性、创新性、性价比和 权威部门的质量合格证明作为营销传播的重点内容。 本文通过探索和发现消费者参与新产品网络众筹的态度的影响因素及其作用机 理，有助于丰富和发展关于网络消费者购买行为的理论以及新产品网络市场推广的一 般成功法则，因而具有比较重要的理论意义。另一方面，本文研究的理论成果以及针 对相关企业提出可操作的网络市场营销管理建议，对于指导科技小发明产品生产经营 企业在网络市场上提高新产品的试销成功率、提升网络营销的管理水平和效率、效益 具有较强的现实指导意义。 关键词：科技小发明产品；消费者；网络众筹；营销；参与态度； ABSTRACT Research on consumers' attitudes of participating in crowdfunding of tech-petty invention product ABSTRACT Small and medium-sized enterprises play an important role in China's national economic and social development. In promoting economic growth, structural upgrading and employment expansion, the contribution of SMEs is very obvious. In recent years, in the context of the transformation of national economic development momentum and supply side structural reform, with the support of the national industrial development policy of "mass entrepreneurship and innovation", the innovation activities of small and medium-sized enterprises in China, especially those in science and technology, are bursting with unprecedented vitality. Although the innovation activities of small and medium-sized enterprises can be carried out from multiple dimensions, product innovation is the core form of innovation of small and medium-sized enterprises. The success of SMEs' product innovation requires not only the support of qualified talents, funds, and systems, but also the level of advanced technology, production economy and market demand. From the perspective of marketing, the successful listing of new products is the fundamental sign of the success of product innovation, and the success of new product listing largely depends on the success of market trial marketing. There are many methods of new product market trial sale, such as traditional method, simulation method, scanning method, sales wave research, comprehensive test method, and so on. These methods have their own advantages and disadvantages. With the popularization and development of e-commerce based on Internet technology, network crowdfunding has gradually become a new product market trial mode favored by small and medium-sized enterprises. Small and medium-sized enterprise entrepreneurship and innovation team can enter such an excellent crowdfunding platform as JD finance to carry out product crowdfunding, which does not mean that its product crowdfunding project will be successful. There are many factors that affect its success. Among them, the quality of crowdfunding products and whether the strategies adopted in other marketing links directly related to crowdfunding are scientific and reasonable are the key success factors. To make a scientific crowdfunding marketing strategy, it is necessary to fully understand the consumer behavior as a potential crowdfunding participant, especially the factors that affect consumer participation in ABSTRACT product crowdfunding, and how these factors play a role. Tech-petty invention product is a new product developed by enterprises at a small cost. It is a common form of new products developed by small and medium-sized enterprises, especially small and medium-sized scientific and technological enterprises. Guided by the relevant theoretical research results in the field of marketing, this paper puts forward relevant research models and hypotheses. The dependent variable in the model is the attitude of consumers to participate in the crowdfunding of tech-petty invention product. The independent variables include consumers' perception of innovation of tech-petty invention product, consumers' perception of utility of tech-petty invention product, consumers' perception of cost performance of tech-petty invention product, and the quality certification of authoritative departments for tech-petty invention product. At the same time, the quality certification of tech-petty invention product by authoritative departments is taken as the regulating variable. On this basis, a specific questionnaire was designed to collect the first-hand data related to the research variables and hypotheses through the questionnaire survey, and with the help of relevant statistical analysis tools and methods, the research hypotheses were statistically tested. By combing the results of statistical tests, this paper draws the following conclusions: First, consumers' perception of the utility of scientific and technological gadgets has a positive impact on consumers' participation attitude towards the crowdfunding of scientific and technological gadgets. Second, consumers' perception of the cost performance ratio of the technological innovation products has a positive impact on consumers' participation attitude towards the crowdfunding of the technological innovation products. Thirdly, in the process that consumers' perception of innovation of scientific and technological innovation products has a positive impact on consumers' participation attitude towards the crowdfunding of scientific and technological innovation products, the quality certification of authoritative departments plays a positive regulatory role. According to the res