中文摘要：

顾客价值理论探讨了影响顾客消费决策的众多因素,是国内外学者广泛关注的问题。本文选取了国内著名众筹网站——追梦网2012年至2014年间594个众筹项目为研究样本,根据顾客价值理论将其各项指标数据进行梳理,运用Logit回归分析法对平台中影响众筹项目成功的因素进行分析。实证结果显示,项目的服务、形象价值对众筹项目成功存在显著影响;产品、人员价值对其存在一定影响;货币成本对项目成功影响不显著。在此基础上,得出本文的研究结论并给出研究建议。

英文摘要：

As one of the most widely studied questions both at home and abroad, Customer Value Theory discusses the factors affecting customers＇ purchasing decision. In this paper, we summarized the indicators mentioned in Customer Value Theory and analyzed the factors influencing the success of erowdfunding projects on the platforms by using Logit regression. The empirical results demonstrate that service of projects and image value influence the success of projects significantly, products and personnel value have influence on it in a certain extent ,while monetary cost has insignificant influence on it. Furthermore, we came up with the conclusion and suggestions based up on the results.