鞠彦辉 许燕 啜华

〔摘要〕[目的/意义]农村民间图书馆众筹项目应用社交媒体可有效提高其成功率。[方法/过程]基于适应性结构化理论构建了社交媒体对农村民间图书馆众筹项目成功影响的框架，以典型农村民间图书馆众筹项目为例对构建的框架进行了验证和诠释。[结果/结论]本文提出的应用框架丰富并完善了农村民间图书馆众筹项目社交媒体应用理论，能有效指导农村民间图书馆众筹项目社交媒体的应用实践。

〔关键词〕农村民间图书馆众筹；众筹项目成功；适应性结构化理论；社交媒体

DOI：10.3969/j.issn.1008-0821.2018.09.014

〔中图分类号〕G25889〔文献标识码〕A〔文章编号〕1008-0821（2018）09-0087-05

The Impact of Social Media Application of Rural Non-Government

Funded Library Crowdfunding Projects on Their Success

——A Perspective of Adaptive Structuration TheoryJu Yanhui1Xu Yan2Chuai Hua1

（1.Management School，Bohai University，Jinzhou 121007，China；

2.Economy and Law School，Bohai University，Jinzhou 121000，China）

〔Abstract〕[Purpose/Significance]The rural non-government funded library crowdfunding projects applying social media can effectively increase their success rate.[Method/Process]Based on the adaptive structurization theory，the paper constructed a framework of which the impact of social media on the success of rural non-government library crowdfunding projects，the constructed framework was verified and interpreted taken the typical rural non-government funded library crowdfunding projects as example.[Result/Conclusion]The application framework proposed in the paper enriched and improved the theory of social media application in rural non-government funded library crowdfunding projects，and could effectively guide the application practice of social media in rural non-government funded library crowdfunding projects.

〔Key words〕rural non-government funded library crowdfunding；crowdfunding projects success；adaptive structuration theory；social media

社会力量自办的农村民间图书馆是农村公共文化服务体系的重要组成部分，其建设过程中普遍面临经费短缺、图书等资源匮乏等问题。到目前为止，众筹模式不仅在科技、设计、艺术、娱乐、农业、出版等领域迅速发展，还创新性地渗透到农村民间图书馆建设等公共文化服务领域，为农村民间图书馆筹集建设资金及资源带来了可借鉴的经验和契机。农村民间图书馆众筹具有公益性，指项目发起人（社会组织、企业或个人）借助众筹平台或社交媒体向公众展示创意，利用社交网络或社交媒体向大众筹集小额资金以启动农村民间图书馆资源建设项目，如果项目成功，支持人得到回报（一般是精神上、情感上的回报），如果项目失败，筹集的资金会如数归还支持人[1]。结合以上定义和农村民间图书馆众……