The Persuasive Impact of Text and Audio Features on Technology Crowdfunding Campaigns: An Empirical Study on Kickstarter

IF 4.6 3区 管理学 Q1 BUSINESS
Dimitrios Dousios;Nikolaos Korfiatis;Konstantina Spanaki
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引用次数: 0

Abstract

In technology-focused crowdfunding, campaign outcomes are connected to the strength and delivery of a persuasive message. Owing to the technical complexity of these projects, persuasive elements can be found in features scattered across the project's textual description and video pitch. To date, existing research has systematically examined the influence of textual attributes, but the impact of auricular attributes and their joint persuasive effect is not yet clearly understood. To investigate these gaps, our study uses text and audio features extracted from a dataset of 3589 reward-based technology crowdfunding campaigns on Kickstarter. The results indicate that both text (brevity, readability, and sentiment) and audio (tone neutrality, audio contour, frequency, and harmonics) features of a campaign's message, positively influence crowdfunding outcomes. This influence is more pronounced when they are considered in conjunction. These results provide new theoretical insights for assessing persuasive message properties in a technology crowdfunding context. For entrepreneurs, the strength and delivery of the story put forward in technology crowdfunding are more noticeable when the joint effects of text and audio are considered.
文本和音频功能对技术众筹活动的说服力影响:基于Kickstarter的实证研究
在以技术为中心的众筹中,活动的结果与有说服力的信息的力量和传递有关。由于这些项目的技术复杂性,可以在项目的文本描述和视频宣传中找到有说服力的元素。到目前为止,已有的研究已经系统地考察了语篇属性的影响,但耳穴属性的影响及其共同的说服作用尚未得到明确的认识。为了调查这些差距,我们的研究使用了从Kickstarter上3589个基于奖励的技术众筹活动数据集中提取的文本和音频特征。结果表明,活动信息的文本(简洁、可读性和情感)和音频(音调中立、音频轮廓、频率和谐波)特征对众筹结果都有积极影响。当两者结合起来考虑时,这种影响更为明显。这些结果为评估技术众筹背景下的说服性信息属性提供了新的理论见解。对于创业者来说,当考虑到文字和音频的共同作用时,科技众筹中所提出的故事的力度和传递性更加明显。
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来源期刊
IEEE Transactions on Engineering Management
IEEE Transactions on Engineering Management 管理科学-工程:工业
CiteScore
10.30
自引率
19.00%
发文量
604
审稿时长
5.3 months
期刊介绍: Management of technical functions such as research, development, and engineering in industry, government, university, and other settings. Emphasis is on studies carried on within an organization to help in decision making or policy formation for RD&E.
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