A Research on Emotional Factors of B & B Investment Based on the Crowdfunding Mode of Internet

In the era of the Internet Plus, the development of the shared economy provides new ideas for the development of the crowdfunding mode, which becomes a new way and means of connecting the interest-unrelated people to participate in a common project. An important way of starting the B & B business, design inspiration and marketing channels rely largely on the crowdfunding mode. Based on B & B crowdfunding data, the authors take the 'starting to crowdfunding' website as the research object and the grounded theory as the research method to analyze systematically emotional factors that affect investments during the B & B crowdfunding processes.