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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.
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Received: 27 May 2017
Published: 08 November 2017
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