关键词: 互联网创业, 创业身份构建, 互联网众筹, 最优区分理论

Abstract: One of the crucial research issues in the entrepreneurship context of Internet crowdfunding is how to build an appropriate entrepreneurial identity to deal with the dilemma of “to be the same，or to be different”，and then to attract the support of the crowd investorsBased on the multi-dimensional orchestration perspective of optimal distinctiveness theory，this paper distinguishes the similarity of the entrepreneur identity and the distinctiveness of the entrepreneurial project，distinguishes the investment intention and the investment scale decision-making stage，and constructs a two-stage model of the crowd investors' evaluation of the optimal distinctive entrepreneurial identity，and draws the following conclusionIn the same stage，the two dimensions of entrepreneur identity and entrepreneurial project identity show a consistent interactive orchestration mode，while in the cross stage，they show a complementary interactive orchestration modeThe construction of optimal distinctiveness entrepreneurial identity is achieved by crossing different stages and different structural dimensions，which is specifically reflected in conveying a high degree of entrepreneurial identity similarity in the investment intention decision-making stage and a medium degree of entrepreneurial project distinctiveness in the investment scale decision-making stageThis study further enriches the research on the multi-dimensional orchestration model of optimal distinctiveness theory，and provides a model reference and theoretical enlightenment for the construction of optimal distinctiveness entrepreneurial identity for Internet entrepreneurship

Key words: Internet entrepreneurship, entrepreneurial identity construction, Internet crowdfunding, optimal distinctiveness theory