Linguistic understandability, signal observability, funding opportunities, and crowdfunding campaigns

Wei Wang, Yuting Xu, Yenchun Jim Wu*, Mark Goh

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

摘要

This study examines the impact of readability and understandability of the narratives on the signal receiver's acceptance of the signal which, in turn, affects a potential funder's decision, and hence the funding outcomes. Lexicon-related indicators and grammar-related indicators are applied to analyze 267,688 crowdfunding projects from the crowdfunding platform Indiegogo. Entrepreneurs must apply the right mix of lexicon- and grammar-related indicators to improve the online narrative's readability and understandability so as to send the right signals to attract project funders. Our results suggest that most of the indicators promote successful funding. Some indicators show a curvilinear, U-shape or inverted U-shape influence. The lexicon-related indicators rank higher in importance than the grammar-related indicators, and the number of difficult words ranks first among the indicators. This study links signal observability, linguistic cues, and funding success, and provides theoretical and practical implications on the understanding of signaling theory and narratives.

原文英語
文章編號103591
期刊Information and Management
59
發行號2
DOIs
出版狀態已發佈 - 2022 3月

ASJC Scopus subject areas

  • 管理資訊系統
  • 資訊系統
  • 資訊系統與管理

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