Author(s)

Duan Yu ¹

Affiliation(s)

¹ Institute of Media Integration, Sichuan University of Media and Communications, Chengdu, China

Corresponding Author

Duan Yu

ABSTRACT

In response to the rapid development of Internet finance, crowdfunded publishing emerged as a novel phenomenon. This article seeks to apply the customer-perceived value theory in marketing, while introducing a third-party scientific perspective, in order to construct a theoretical model of influencing readers’ participation behavior in crowdfunded book publishing. The construction of the theoretical model provides a theoretical tool for subsequent research on readers’ behaviors, motivations, and willingness driven by value variable factors.

KEYWORDS

Crowdfunded Publishing, Supporters, Participation Behavior, Symbolic Benefits, Perceived Risk

CITE THIS PAPER

Duan Yu, A Theoretical Study on the Perceived Value Model of Participation Behavior of Crowdfunded Book Publishing Supporters. Media and Communication Research (2024) Vol. 5: 157-162. DOI: http://dx.doi.org/10.23977/mediacr.2024.050223.

REFERENCES

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[5] Sheth JN, Newman BI, Gross BL: Why we buy what we buy: a theory of consumption values. (1991), Journal of business research 22: 159-170.
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