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Data Analysis and Knowledge Discovery  2017, Vol. 1 Issue (10): 64-76    DOI: 10.11925/infotech.2096-3467.2017.0475
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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
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Abstract  

[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.
Key words： Crowdfunding      Video Resources      Task Presentation Affordance      Content Feature      Format Feature      Content Analysis     
Received: 27 May 2017      Published: 08 November 2017
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Cong Wu
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Cite this article:

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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http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2017.0475     OR     http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2017/V1/I10/64

视频任务展示示能性特征 特征描述
内容特征 发起人视角 团队介绍 关于众筹项目发起人团队的介绍, 包括团队成员介绍、团队资源介绍、团队具有成功经验等。(如对某工艺品设计师的介绍)
产品介绍 对发布到众筹平台的产品(或项目)信息的详细介绍, 包括产品功能、产品参数、项目实施计划等。(如对某科技类产品配置和参数介绍)
项目故事 众筹项目发起之前关于项目的背景故事。(如对图书写作前故事背景介绍)
社会情怀 从项目发起人角度或社会角度渲染的情怀。(如呼吁找回失传技艺的民间艺术情怀)
用户视角 使用体验 以第二人或第三人视角使用产品的体验或讲述故事。(如他人使用产品的评价)
回报奖励 承诺给支持者的回报或者奖励。(一般是实物或者服务)
个人情怀 渲染关于用户个人的情怀。(如收藏艺术品)
形式特征 分类 类型 三种类型: 实景拍摄、动画以及实拍动画相结合。
大小 时长 项目视频的时间长度。
语言 中文 汉语文字。
外文 除汉语以外的其他文字, 如英文、日文、韩文等。
字幕 语音字幕 和视频语音同步的文字。
浮现字幕 用于强调、解释, 浮现于视频之上的文字。
背景 背景音乐 插入视频之中的音乐。
标注项 内容特征 形式特征
视频类型 视频时长 其他
标注方法 李克特式量表标注, 1至5分别表示特征在视频中
体现很弱(或没有)、较弱、中等、较强和很强。		 0,1,2标注, 分别表示0纯动画、
1动画实拍结合、2纯实拍。		 视频实际时长。 1和0标注, 分别表
示特征的有和无。
分类 出版 公益 农业 艺术 娱乐 科技 总计
有无视频 无 有 无 有 无 有 无 有 无 有 无 有 无 有
成功数 438 106 908 350 668 170 507 94 310 454 813 288 3 644 1 462
失败数 79 9 100 39 438 81 243 50 45 21 279 57 1 184 257
项目总数 517 115 1 008 389 1 106 251 750 144 355 475 1 092 345 4 828 1 719
成功率(%) 84.72 92.17 90.08 89.97 60.40 67.73 67.60 65.28 87.32 95.58 74.45 83.48 75.48 85.05
平均进度(%) 156.31 118.51 121.41 121.95 96.92 129.14 150.62 193.42 131.95 134.32 161.33 193.83 133.88 146.60
分类 出版 公益 农业 艺术 娱乐 科技 总计
有无视频 无 有 无 有 无 有 无 有 无 有 无 有 无 有
平均关注人数 152 169 62 76 38 42 79 56 116 118 131 178 89 108
平均支持人数 232 304 126 207 84 91 50 67 239 51 103 158 119 132
有无视频比较 + + + + + + - + + - + + + +
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