公益众筹文本的叙事性对捐赠说服的影响  

The Influence of Narrativity of Public Welfare Crowdfunding Texts on Donation Persuasion

作　　者：游浚[1] 周旭东 YOU Jun;ZHOU Xudong(School of Economics and Management,Chongqing University of Posts and Telecommunications,Chongqing 400065,China)

机构地区：[1]重庆邮电大学经济管理学院,重庆400065

出　　处：《重庆邮电大学学报（社会科学版）》2022年第1期136-145,共10页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：重庆市社会科学规划项目:“互联网+慈善”在重庆的实践与探索(2018YBSH091)。

摘　　要：近年来,公益众筹作为一种新的互联网金融公益筹资模式,引起了学者与公众的广泛关注。公益众筹通过网络传送信息,分析其文本的叙事性如何说服公众参与捐赠具有重要意义。以“腾讯乐捐”平台上的9192个教育助学众筹项目文本为样本,对我国公益众筹文本的捐赠说服进行实证分析。研究发现,叙事性包括叙事内容和叙事话语,是公益众筹文本的重要语言特征。不同叙事方式对捐赠说服有显著影响。叙事内容包括的情感意识场景、认知意识场景越多,时间上的嵌入度越高,捐赠说服越好;叙事话语包括的情感波动性越大、情感高潮越早,捐赠说服越好。Public welfare crowdfunding,as a new Internet financial public welfare fundraising model,has attracted widespread attention from scholars and the public.Public welfare crowdfunding transmits information through the Internet,and it is of great significance to analyze how its text appeals to improve public donation participation.This article uses the 9192 texts of education aid crowdfunding project on the Tencent Lejuan platform as a sample to conduct an empirical analysis of the persuasion of China’s public welfare crowdfunding texts.Research has found that narrativity,including the narrative content and narrative discourse,is an important element of public welfare crowdfunding texts,and different narrative methods have a significant impact on donation persuasion.The more emotional consciousness scenes and cognitive consciousness scenes the narrative content includes,the higher the embedding degree in time,the better the donation persuasion.The greater the emotional fluctuation and the earlier the emotional climax of narrative discourse,the better the donation persuasion.

关 键 词：公益众筹 叙事性 捐赠 说服 

分 类 号：C391[社会学]