TY - JOUR
T1 - Content-oriented or persona-oriented? A text analytics of endorsement strategies on public willingness to participate in citizen science
AU - Wang, Wei
AU - Guo, Lihuan
AU - Wu, Yenchun Jim
AU - Goh, Mark
AU - Wang, Shouyi
N1 - Funding Information:
As for the per capita invested model, participants pay more heed to the content. If the initiators expect to receive financial support, then the endorsers should help the project initiators by endorsing the project's content, solution, and creativity. From the Fisher F values, the results of the regression models are significant. The variance inflation factor for the variables in the models are less than 2, indicating that there is no significant multi-collinearity ( F. Cappa et al., 2020 ).
Publisher Copyright:
© 2021 Elsevier Ltd
PY - 2022/3
Y1 - 2022/3
N2 - This paper applies text analytics to study how the orientation of an endorsement strategy affects the public's willingness to participate in citizen science projects. Using 850 citizen science projects with 1,243 endorsements from an online citizen science platform Experiment.com as corpus, the orientation of the endorsement strategies is detected using the naïve Bayesian inference model with a Laplace estimator. Our results inform that 39% of the endorsements are persona-oriented while 61% are content-oriented. A persona-oriented endorsement strategy draws more participants but reduces the per capita invested. A content-oriented endorsement strategy has the opposite effect. Further, the project initiator's identity strengthens or weakens the effect of the endorsement orientation strategy. In the number of participants model, the projects initiated by the professional scientists and research students are positively moderated by persona-orientation endorsements, whereas the projects initiated by the amateur researchers are negatively moderated. The converse holds for the per capita invested model.
AB - This paper applies text analytics to study how the orientation of an endorsement strategy affects the public's willingness to participate in citizen science projects. Using 850 citizen science projects with 1,243 endorsements from an online citizen science platform Experiment.com as corpus, the orientation of the endorsement strategies is detected using the naïve Bayesian inference model with a Laplace estimator. Our results inform that 39% of the endorsements are persona-oriented while 61% are content-oriented. A persona-oriented endorsement strategy draws more participants but reduces the per capita invested. A content-oriented endorsement strategy has the opposite effect. Further, the project initiator's identity strengthens or weakens the effect of the endorsement orientation strategy. In the number of participants model, the projects initiated by the professional scientists and research students are positively moderated by persona-orientation endorsements, whereas the projects initiated by the amateur researchers are negatively moderated. The converse holds for the per capita invested model.
KW - Citizen science
KW - Crowdfunding
KW - Endorsement orientation
KW - Participation willingness
KW - Text mining
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UR - http://www.scopus.com/inward/citedby.url?scp=85119916404&partnerID=8YFLogxK
U2 - 10.1016/j.ipm.2021.102832
DO - 10.1016/j.ipm.2021.102832
M3 - Article
AN - SCOPUS:85119916404
SN - 0306-4573
VL - 59
JO - Information Processing and Management
JF - Information Processing and Management
IS - 2
M1 - 102832
ER -