摘要
已经有学者对众筹成功的影响因素进行研究,但忽略了发起人与出资者之间的在线交互对众筹项目成功的影响。本文将发起人和出资者之间的在线交互分为单向沟通和双向沟通两类,将项目更新数量作为单向沟通的衡量指标,将双向沟通分解为出资者对发起人的评论和发起人对出资者的回复两个过程,考虑了评论数量、评论情感倾向、回复数量、回复长度和回复速度等,以揭示发起人与出资者之间的在线交互对众筹项目成功的影响,并利用追梦网的846个项目数据进行了实证分析。研究结果表明,项目更新数量对众筹成功没有影响,评论情感倾向和回复长度正向影响众筹成功,评论情感倾向正向调节评论数量和众筹成功之间的关系。上述结果表明发起人与出资者之间的双向沟通在众筹过程中发挥着重要作用。
Crowdfunding has received much attention from IS academics,and it is important to understand what led to crowdfunding success.Although many studies examined determinants of crowdfunding success and the effects of interaction between backers and creator,two research gaps exist.First,the role of creator reply in crowdfunding success is understudied.According to the theory of communication,the interaction between creators and backers has two categories:one-way communication and two-way communication.Just considering one-way communication,such as the update(from the creators to backers)and the comment(from backers to the creator),can’t fully and systematically understand the effects of two-way interaction between creators and backers on crowdfunding success.Moreover,the study considers the effects of comment amount on crowdfunding without considering comment sentiment,which might lead to an inaccurate conclusion or even bias research results.To fill these two important research gaps,we view the interaction between backers and creators as two categories:one-way communication and two-way communication.We update the indicator of one-way communication,and divide two-way communication into a comment from backers to creators and reply from creators and backers.We simultaneously consider backer comment(including comment amount and comment sentiment)and creator reply(including reply amount,length,and speed)to investigate the effects of two-way interaction between creators and backers on crowdfunding success,and analyze the sentiment of the comments by using BosonNLP algorithm.Eight hundred forty-six projects from a major crowdfunding platform in China were collected and analyzed.In the first part,we conducted binary logistic regression to explore the effect of both one-way communication(namely update)and two-way communication(including comment amount,comment sentiment,reply amount,length and speed)on crowdfunding success.The results indicate that comment sentiment and reply length are positively associated with fundraising success.Positive comments can decrease potential backers’perceived risk,and eventually improve the likelihood of crowdfunding success.Since the longer creator replys,backers will be more confident about the project,which increases communication quality.Thus,projects with longer creator reply are more likely to be successfully funded.The second part examined the moderation effect of comment sentiment on the relationship between comment amount and crowdfunding success.Following the method of Zelner,we generated two sets of moderation plots.The results suggest that comment sentiment positively moderates the relationship between comment amount and crowdfunding success under the contexts of low or medium comment amount,while the moderate effects are not significant when comment amount is high.A plausible explanation is that potential backers have no time to browse all the comments.If a project has too many comments,potential backers will skip comments hastily,and consider comment amount as a signal to make an investment decision.These research results show that two-way interaction between backers and creators is important for crowdfunding success,which is a benefit for uncovering the mystery of crowdfunding success.In summary,two-way interaction between creators and backers plays a vital role in crowdfunding success.Creators should pay more attention to two-way communication with backers.While creators reply,they should explain clearly to help potential backers understand projects in detail.Moreover,it is important to notice that when the project has not achieved more comments,creators should pay more attention to the reply of comments and improve the comment sentiment,which can increase the likelihood of crowdfunding success.
作者
李清香
王念新
吕爽
葛世伦
LI Qingxiang;WANG Nianxin;LV Shuang;GE Shilun(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212003,China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2020年第1期118-126,共9页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(71471079,71331003)
江苏高校青蓝工程资助项目
研究生科技创新计划(KYCX17_1823)。
关键词
众筹
在线交互
评论
回复
语义分析
Crowdfunding
Online interaction
Comment
Reply
Sentiment analysis
作者简介
通讯作者:王念新(1979-),男,江苏沛县人,江苏科技大学经济管理学院副教授,博士,硕士生导师,研究方向:众筹、云计算管理、信息技术商业价值、信息技术战略等。
