Hoạt động gọi vốn tài trợ khởi nghiệp từ cộng đồng: Tiếp cận từ lý thuyết marketing quan hệ

Thu Nguyễn Quang; Hoàng Trần Thế; Tân Hà Kiên; Sơn Nguyễn Hoàng

doi:10.24311/jabes/2018.29.5.3

Authors

Nguyen Quang Thu Đại học Kinh tế Thành phố Hồ Chí Minh Author
Tran The Hoang Đại học Kinh tế Thành phố Hồ Chí Minh Author
Ha Kien Tan Trường Đại học Kinh tế - Kỹ thuật Bình Dương Author
Nguyen Hoang Son Đại học Kinh tế Thành phố Hồ Chí Minh Author

DOI:

https://doi.org/10.24311/jabes/2018.29.5.3

Keywords:

Netizens, Relationship marketing, Trust, Crowdfunding

Abstract

This research examines the Crowdfunding process for start-up entrepreneur using the relationship marketing theory. The result was analyzed from the 1375 samples by PLS-SEM that showed the relationships between the benefits, the shared values, the interaction, the trust, the commitment and the Crowdfunding intention were statistically significant. Especially, the trust factor had a strong impact on Crowdfunding intention, as well as the interaction between the entrepreneurs and backer also has a strong impact on the trust factor.

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