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Abstract The equity Crowdfunding of the internet platform provides a new channel for the innovation project financing. Equity Crowdfunding has brought hope to change the difficult situation of vulnerable financing status, single financing channel and high financing cost which the small micro enterprises, especially the innovative venture enterprises are faced with. This paper constructs the theoretical model with five dimensions which are the project value, project description, project status, human capital and credit endorsement. It Collect the data from Jindong owner, a famous equity Crowdfunding platform, and study the factors influencing the equity Crowdfunding of small and micro enterprises through empirical analysis. The results show that the five dimensions have a positive impact on the completion rate of funding, while the observation variables of project valuation, the upper limit of investment and the industry experience of the team members are positively related to the completion rate of funding, and the target amount is negatively related to the funding completion rate.
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