基于主题挖掘的超额募资农产品众筹项目文本特征研究——以众筹网为例

Analyzing Textual Features of Excess-funded Agricultural Products ——Case Study of Crowdfunding Website

【目的】揭示超额募资的农产品众筹项目的文本特征以及典型主题的时间演化规律。【方法】运用TOT主题分析模型,从众筹网提取2013年9月–2018年4月获得超额募资的1 137项农产品众筹项目的推介文本,得到各个主题下各词项的概率分布,并对各个主题的时间演变趋势进行分析。【结果】超额募资的农产品众筹项目集中于茶、酒和蜂蜜等品类,在文本特征方面聚焦于消费者价值、农产品属性与社会效应, 2014年–2017年关于消费者价值与农产品属性的主题强度呈U型分布。【局限】农产品众筹领域可以获取的高质量数据有限。【结论】众筹发起方在撰写推介文本时应当强调农产品的高品质和参与的独特体验以提升文本吸引力,从而获得更多资金支持。

[Objective]This paper aims to identify the textual features of excess-funded agricultural products with the crowdfunding services and the time evolution rules of typical topics.[Methods]We used the TOT analysis model to retrieve the texts of 1137 excess-funded agricultural product between September 2013 and April 2018 from the crowdfunding website.Then,we obtained the probability distribution of the terms with each theme.Finally,we examined the time evolution trends of each topic.[Results]The excess-funded agricultural products were in the categories of tea,wine and honey.Text characteristics of these projects focused on the value of customers,quality of the agricultural products and social benefits.The distribution of topic intensity on value of customers and quality of agricultural products from 2014 to 2017 showed the U pattern.[Limitations]The high-quality crowdfunding data of agricultural products is relatively limited.[Conclusions]The projects seeking more crowdfunding support should emphasize the high quality of the products and the unique experience of participation.