{"title":"Analysis of text factors impacting donation behavior in public welfare crowdfunding projects","authors":"Wei Li, Dong-hwi Yang, Yuxin Sun","doi":"10.3233/hsm-220024","DOIUrl":null,"url":null,"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.","PeriodicalId":13113,"journal":{"name":"Human systems management","volume":" ","pages":""},"PeriodicalIF":1.5000,"publicationDate":"2022-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Human systems management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3233/hsm-220024","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
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.
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.
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