非结构化文本语言性对公益众筹项目筹资绩效的影响  

The Influence of Linguistic Style on the Fundraising Performance of Donation‑basedCrowdfunding Projects

作　　者：徐晨[1] 杜月 Xu Chen;Du Yue(School of Business,Central South University,Changsha 410006,China)

机构地区：[1]中南大学商学院,长沙410006

出　　处：《技术经济》2021年第4期111-121,共11页Journal of Technology Economics

基　　金：国家自然科学基金“基于‘项目-名人-社群’三核心要素的微公益众筹信息劝服模式研究”(71974207)。

摘　　要：本文基于扎根理论和精细加工可能性模型(ELM)构建出了影响公益众筹项目筹资绩效的文本语言风格模型。对新浪微公益网站中的16369个项目进行回归分析,研究发现,从外围路径分析,项目标题中直接表达求助者本身的诉求不利于项目的成功;而含有个体标签与积极情感的项目标题能说服潜在捐助者捐赠。从中央路径分析,众筹项目详情只有综合蕴含清晰故事结构、具体细节和情感诉求的特点方能极大提升项目筹款达成率。研究同时发现,项目类型在文本语言风格与项目成功的关系中具有调节作用。本文研究成果有助于项目发起人从非结构化众筹语言本身出发对项目描述进行优化改进,进而有效提高项目筹款达成率。A language style model that affects the funding performance of donation‑based crowdfunding projects based on grounded theory and ELM(Elaboration likelihood model)is built.To test our hypotheses,a regression analysis of 16369 projects from Sina Micro‑Charity Website is conducted.From the peripheral route,titles with direct appeal do not contribute to project’s performance.In contrast,the title with individual label and positive emotion are important factors affecting fundraising performance.From the central route,the fundraising performance can be greatly improved when the project descriptions contain clear story structure,concrete and emotional appeals.It also finds that the type of project plays a moderating role in the impact of project text linguistic style on project financing performance.The conclusion helps optimize the project text and effectively improve the fundraising performance from linguistic style.

关 键 词：公益众筹 ELM 语言风格 扎根理论 

分 类 号：C939[经济管理—管理学]