Analyzing Crowdfunding Videos Based on Task Presentation——Case Study of zhongchou.com
Wu Cong1, Zhao Yuxiang2(), Zhu Qinghua1
1School of Information Management, Nanjing University, Nanjing 210093, China 2School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China
[Objective] This paper analyzes the characteristics of crowdfunding videos from the perspectives of their status quo, contents and features. [Methods] Based on the theory of task presentation affordance, we first constructed a two-dimensional (initiator and participant) framework to analyze the contents and formats of the videos. Then, we examined the proposed method with zhongchou.com, a Chinese crowdfunding platform. [Results] We found that (I) videos could significantly improve the effectiveness of crowdfunding by attracting more supporters. However, few Chinese crowdfunding cases used videos; (II) the contents and characteristics of the crowdfunding videos had some similarities and differences. [Limitations] The analytical framework needs to be extended, refined, and then examined with other crowdfunding platforms. [Conclusions] This study helps us optimize the design of crowdfunding platforms and improve the performance of related programs.
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Wu Cong,Zhao Yuxiang,Zhu Qinghua. Analyzing Crowdfunding Videos Based on Task Presentation——Case Study of zhongchou.com. Data Analysis and Knowledge Discovery, 2017, 1(10): 64-76.
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