摘要
网络公益众筹是“互联网+公益”的跨界融合,也是大病医疗救助的重要组成部分。如何激发大众的援助意愿,提升公益众筹项目的筹款效率,对求助家庭有重要意义。项目描述是众筹项目信息披露的重要途径,直接影响着潜在捐赠者的捐赠意愿,因此,本文基于轻松筹平台,探索了众筹项目文本信息对筹资绩效的影响。基于亚里士多德修辞理论的三大说服策略——信用策略、理性策略和情感策略,本文利用LDA模型对110329个医疗众筹项目的文本描述进行分析,提取出10个主题,并构造了6个主题变量:信用策略下的树立形象主题,理性策略下的疾病叙述主题、治疗费用主题,以及情感策略下的家庭与亲情主题、劝捐与感激主题、积极叙事主题。研究表明,强调病情、费用和积极叙事的主题能显著促进项目筹款,而突出树立形象、家庭与亲情和劝捐与感激的主题对项目筹资有显著的负向作用。此外,主题数量的增加会增强劝捐与感激主题对筹资绩效的负面作用,但削弱了树立形象、治疗费用和积极叙事主题的效果。本研究对提高众筹筹资绩效,激发社会公众的爱心能量具有一定的理论和现实意义。
Medical crowdfunding is an important channel to collect money to cover the medical expenses for poor families with severe illness.However,the fundraising performance of medical crowdfunding projects is still at a relatively low level.Therefore,to improve the fundraising performance,it is natural to stimulate more people to offer help.Project descriptions play a key role in disclosing crowdfunding project information and influencing potential donors.Therefore,the impact of crowdfunding project text information on fundraising performance is investigated,based on the data of 110329 medical crowdfunding projects from Qingsong Chou.The Latent Dirichlet allocation model is employed to analyze the potential semantics of project descriptions.Based on Aristotle's rhetorical theory of three persuasive strategies-credit strategy,rational strategy and emotional strategy,six topic variables are defined,that are(1)image-building(credit strategy),(2)disease narratives and(3)medical expenses(rational strategy),(4)family and affection,(5)persuasion and gratitude,and(6)positive narratives(emotional strategy).A linear regression model Y=αT+βC+Year+Province+γ+ϵis built to quantify the impact of different topics on fundraising performance.Meanwhile,model Y=αT+δT×TopicNum+λTopicNum+βC+Year+Province+γ+ϵis adopted to estimate the moderating effect of number of topics.The results indicate that topics emphasizing disease,expenses and positive narratives significantly improve the fundraising performance;Topics highlighting family and affection,persuasion and gratitude and image-building have a significantly negative effect on fundraising performance.Furthermore,an increase in the number of topics enhances the negative impact of persuasion and gratitude on fundraising performance,while diminishing the effects of image-building,medical expenses and positive narratives.These findings not only deepen the understanding of the effect of textual features on fundraising,but also provide new ideas for improving fundraising performance.
作者
蒋志强
陶屹
崔岩
周炜星
Jiang Zhiqiang;Tao Yi;Cui Yan;Zhou Weixing(School of Business,East China University of Science and Technology,Shanghai 200237,China)
出处
《中国管理科学》
北大核心
2025年第7期92-104,共13页
Chinese Journal of Management Science
基金
国家自然科学基金项目(72171084,91746108)。
关键词
医疗众筹
筹资绩效
LDA模型
说服策略
medical crowdfunding
fundraising performance
Latent Dirichlet Allocation
persuasion strategies
