Analysis of text factors impacting donation behavior in public welfare crowdfunding projects

IF 1.5 Q3 MANAGEMENT

Human systems management Pub Date : 2022-07-16 DOI:10.3233/hsm-220024

Wei Li, Dong-hwi Yang, Yuxin Sun

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引用次数: 0

Abstract

BACKGROUND: The textual description of a public service crowdfunding project is an important factor influencing the audience’s donation behavior, but the existing studies on the textual characteristics of the project are rather scattered. OBJECTIVE: This paper attempts to systematically sort out the characteristics of project texts along the lines of linguistic and non-linguistic factors, clarifying the relationship between the characteristics of project texts, project sources, and social donation behavior. METHODS: Based on Aristotle’s persuasion theory, language factors are measured from three dimensions of appeal to personality, appeal to logic, and appeal to emotion, while other text features unrelated to persuasive language are classified as non-language factors. When discussing the influence path of linguistic and non-linguistic factors on donation behavior, this paper controls the project type to test the moderating role played by the identity characteristics of crowdfunding initiators. RESULTS: The results show that the use of personality-based language (third-person words), logic-based language (money words and quantitative words), and emotion-based language (tone of voice and negative emotions) all have a significant positive effect on the audience’s donation behavior, while the use of second-person words in personality-based language has a negative effect on donation behavior; the identity of the project initiator (project origin) plays a complex and diverse moderating role in the influence of project text features on donation behavior. CONCLUSION: There are obvious differences in the description of different text strategies adopted by the project initiator.

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影响公益众筹项目捐赠行为的文本因素分析

背景：公益众筹项目的文本描述是影响受众捐赠行为的重要因素，但现有对该项目文本特征的研究较为零散。目的：本文试图从语言因素和非语言因素的角度系统地梳理项目文本的特征，阐明项目文本的特点、项目来源和社会捐赠行为之间的关系。方法：根据亚里士多德的说服理论，从人格吸引力、逻辑吸引力和情感吸引力三个维度来衡量语言因素，而与说服语言无关的其他文本特征则被归类为非语言因素。在讨论语言和非语言因素对捐赠行为的影响路径时，本文控制项目类型来检验众筹发起人的身份特征所起的调节作用。结果：基于人格的语言（第三人称词）、基于逻辑的语言（金钱词和数量词）和基于情感的语言（语气和负面情绪）的使用都对观众的捐赠行为产生了显著的正向影响，而基于人格的语言中第二人称词语的使用对捐赠行为有负面影响；项目发起人（项目发起人）的身份在项目文本特征对捐赠行为的影响中起着复杂多样的调节作用。结论：项目发起人对不同文本策略的描述存在明显差异。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Human systems management MANAGEMENT-

CiteScore

3.50

自引率

30.40%

发文量

期刊介绍： Human Systems Management (HSM) is an interdisciplinary, international, refereed journal, offering applicable, scientific insight into reinventing business, civil-society and government organizations, through the sustainable development of high-technology processes and structures. Adhering to the highest civic, ethical and moral ideals, the journal promotes the emerging anthropocentric-sociocentric paradigm of societal human systems, rather than the pervasively mechanistic and organismic or medieval corporatism views of humankind’s recent past. Intentionality and scope Their management autonomy, capability, culture, mastery, processes, purposefulness, skills, structure and technology often determine which human organizations truly are societal systems, while others are not. HSM seeks to help transform human organizations into true societal systems, free of bureaucratic ills, along two essential, inseparable, yet complementary aspects of modern management: a) the management of societal human systems: the mastery, science and technology of management, including self management, striving for strategic, business and functional effectiveness, efficiency and productivity, through high quality and high technology, i.e., the capabilities and competences that only truly societal human systems create and use, and b) the societal human systems management: the enabling of human beings to form creative teams, communities and societies through autonomy, mastery and purposefulness, on both a personal and a collegial level, while catalyzing people’s creative, inventive and innovative potential, as people participate in corporate-, business- and functional-level decisions. Appreciably large is the gulf between the innovative ideas that world-class societal human systems create and use, and what some conventional business journals offer. The latter often pertain to already refuted practices, while outmoded business-school curricula reinforce this problematic situation.