基于任务展示示能性的众筹项目视频分析——以众筹网为例

Analyzing Crowdfunding Videos Based on Task Presentation——Case Study of zhongchou.com

【目的】从发展现状、内容特征、形式特征三个方面分析我国不同类型众筹项目视频使用现状及其特点。【方法】基于任务展示示能性理论,构建视频内容特征和形式特征的二维视角(发起方视角和参与方视角)分析框架,并以众筹网为例进行实证探讨。【结果】研究表明:(1)视频资源能够显著促进众筹进度和成功率,吸引用户关注和支持,但我国众筹项目介绍中使用视频的比例仍然较低;(2)不同类型的众筹项目其视频内容特征和形式特征都有显著的相似性和差异性特点。【局限】分析框架粒度较大,有待进一步扩展和细化。本研究选择综合性众筹平台众筹网为研究对象,样本具有一定的局限性。【结论】本文分析我国众筹项目中视频的现状和特点,可以为众筹平台的优化设计以及众筹项目的成功实施提供参考和建议。

[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.