Abstract
Although charitable crowdfunding has emerged as the de facto avenue for people in need of urgent financial assistance to engage in fundraising, many campaigns suffer from problems of underfunding. Because charitable crowdfunding campaigns rely primarily on project description to attract donations, these project descriptions, in a bid to convince prospective donors, often blend narrative evidence describing what happened to the donatee with statistical evidence encapsulating quantifiable figures to corroborate the narration. Espousing the narrative persuasion theory, this study aims to elucidate how interactions between constituent components of narrative evidence (i.e., imaginable plot, identifiable character, narrative sentiment, and text elaborateness) and statistical evidence affect donations in charitable crowdfunding. Secondary data of 2,054 charity projects was collected from a mainstream charitable crowdfunding platform in China, and multiregression is proposed for data analysis. Findings from this study could advance knowledge of how narrative and statistical evidence jointly influence donations in charitable crowdfunding.
Original language | English |
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Title of host publication | PACIS 2020 Proceedings |
Editors | Doug Vogel, Kathy Ning Shen, Pan Shan Ling |
Place of Publication | Atlanta, GA |
Publisher | Association for Information Systems. AIS Electronic Library (AISeL) |
Publication date | 2020 |
Article number | 171 |
Publication status | Published - 2020 |
Event | 24th Pacific Asia Conference on Information Systems: Information Systems (IS) for the Future, PACIS 2020 - Dubai, United Arab Emirates Duration: 20 Jun 2020 → 24 Jun 2020 Conference number: 24 https://www.pacis2020.org/ |
Conference
Conference | 24th Pacific Asia Conference on Information Systems: Information Systems (IS) for the Future, PACIS 2020 |
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Number | 24 |
Country/Territory | United Arab Emirates |
City | Dubai |
Period | 20/06/2020 → 24/06/2020 |
Internet address |
Keywords
- Charitable Crowdfunding
- Narrative Evidence
- Narrative Persuasion Theory
- Statistical Evidence