社会互动与文创众筹项目的成功退出:来自魔点平台的证据

Lin Jia, Y. Zhang, Chen Lin
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引用次数: 0

摘要

评论区的社交互动已经成为众筹平台中支持者决策的关键因素。然而,目前对众筹中双向社会互动的研究并不充分,存在不一致的结论。本研究以众筹项目的创作者与出资人之间的社会互动为研究对象,探讨其对众筹项目成功退出的影响。设计/方法/方法采用扩展的Cox模型对国内文创项目众筹平台——modan (www.modian.com)平台上的1988个众筹项目进行实证分析。双向的社会互动体现在评论数量和情绪,以及回复率。研究结果显示,评论数量/情绪与众筹项目成功退出呈倒u型关系。高回复率加强了这种关系。原创性/价值本研究关注评论数量和情绪。倒u形的结果与先前的结论一致。将创作者的回复作为一个单独的因素,并解释其调节作用。本研究证明了社交互动在众筹平台中的重要性,并为出资人、创作者和平台管理者提供了建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social interaction and the successful exit of cultural and creative crowdfunding projects: evidence from the Modian platform
PurposeSocial interaction in comment sections has become a key factor for backers' decision making in crowdfunding platforms. However, current research on the two-way social interaction in crowdfunding is insufficient, and there exist inconsistent conclusions. This study focuses on the social interaction between creators and backers and explores its influence on the successful exit of crowdfunding projects.Design/methodology/approachThe extended Cox model is used for the empirical analysis of 1,988 crowdfunding projects on the Modian (www.modian.com) platform, a crowdfunding platform for cultural and creative projects in China. The two-way social interaction is reflected in comment quantity and sentiment, as well as reply rate.FindingsResults reveal an inverted U-shaped relationship between comment quantity/sentiment and the successful exit of crowdfunding projects. This relationship is strengthened by high reply rate.Originality/valueThis study focuses on comment quantity and sentiment. The inverted U-shaped results reconcile previous conclusions. Replies from creators are regarded as a separate factor, and their moderating role is explained. The study research proves the importance of social interaction in crowdfunding platforms and provides suggestions for backers, creators and platform managers.
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