Content-oriented or persona-oriented? A text analytics of endorsement strategies on public willingness to participate in citizen science

Wei Wang, Lihuan Guo, Yenchun Jim Wu*, Mark Goh, Shouyi Wang

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

1 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
文章編號102832
期刊Information Processing and Management
59
發行號2
DOIs
出版狀態已發佈 - 2022 3月

ASJC Scopus subject areas

  • 資訊系統
  • 媒體技術
  • 電腦科學應用
  • 管理科學與經營研究
  • 圖書館與資訊科學

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