管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (6): 53-65.

• 经济与金融管理 • 上一篇    

“听到的”语言说服特征对众筹成功率的影响研究——基于众筹音频的实证研究

李妍1, 徐诗晗2, 王洪伟3   

  1. 1. 上海外国语大学语言科学研究院, 上海 200083;
    2. 上海外国语大学国际工商管理学院, 上海 200083;
    3. 同济大学经济与管理学院, 上海 200092
  • 收稿日期:2023-03-13 发布日期:2025-07-10
  • 作者简介:李妍，上海外国语大学语言科学研究院副教授，硕士生导师，博士；徐诗晗，上海外国语大学国际工商管理学院硕士研究生；王洪伟（通讯作者），同济大学经济与管理学院教授，博士生导师，博士。
  • 基金资助:
    上海市教委“人工智能促进科研范式改革赋能学科跃升计划”专项“大语言模型性能评测数据集开发与应用研究”；国家自然科学基金面上项目（71771177）。

A Study on the Influence of “Heard” Language Persuasion Characteristics on Crowdfunding Success Rate: Empirical Research Based on Crowdfunding Audio

Li Yan1, Xu Shihan2, Wang Hongwei3   

  1. 1. Institute of Language Sciences, Shanghai International Studies University, Shanghai 200083;
    2. School of Business and Management, Shanghai International Studies University, Shanghai 200083;
    3. School of Economics and Management, Tongji University, Shanghai 200092
  • Received:2023-03-13 Published:2025-07-10

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摘要： 现有研究多从项目展示页面中的文本信息角度，即“看到的”项目介绍，来分析说服理论对投资者的影响，少有研究关注投资者该如何在音频中说服并吸引投资者进行投资。由于音频和文本属于两种不同的媒介，因此以往的研究结论是否能够完全适用于音频的研究还需要验证。虽然研究已证实了音频的使用对众筹结果有利，但是对音频特征展开的研究不足。本文以Kickstarter平台的科技类众筹视频为研究对象，提取其音频，即“听到的”项目介绍，从表达特征和内容特征的角度来提取音频的语言说服特征，进而研究对众筹成功率的影响。研究的结果证明，与文本的研究不同，音频中诉诸情感和诉诸分析的风格都会对科技类项目产生负面影响。科技类众筹项目视频中积极情感的过度表达会同负面情感的表达一样，抑制项目的成功。科技类项目具备一定的专业门槛，过度的情感表达会影响投资者对整个项目专业性的认知，因此，融资者在制作科技类众筹项目的视频时，应当减少积极情感的过度表述。另外，本文还证明了分析性风格越明显，反而对众筹成功产生不利影响，因此建议众筹的融资者在制作视频时需要适当调节分析性内容的比重。由于科技类项目的宣传视频演讲者和观众多为男性，因此男性声音出现越多的宣传视频，越会受到情感表达和分析性风格的负面影响。

关键词: 语言说服特征, 音频特征, 众筹, ELM模型

Abstract: The existing research mostly analyzes the impact of persuasion theory on investors from the perspective of text information in the project display page, that is, the “seen” project introduction. Few studies focus on how investors can persuade and attract investors to invest in audio. Because audio and text belong to two different media, whether the previous research conclusions can be fully applied to audio research needs to be verified. Although research has confirmed that the use of audio is beneficial to crowdfunding results, the research on audio features is insufficient. This paper takes the technology crowdfunding video of the Kickstarter platform as the research object, extracts its audio, that is, the “heard” project introduction, extracts the language persuasion features of audio from the perspective of expression features and content features, and then studies the impact on the success rate of crowdfunding. The research results show that, unlike the text research, the style of appeal to emotion and appeal to analysis in audio will have a negative impact on science and technology projects. The over-expression of positive emotions in the videos of technology crowdfunding projects, like the expression of negative emotions, will inhibit the success of the project. Technology projects have a certain professional threshold, and the over-expression of emotions will affect investors’ recognition of the professionalism of the whole project. Therefore, when making videos of technology crowdfunding projects, financiers should reduce the over-expression of positive emotions. In addition, this paper also proves that the more obvious the analytical style is, the more likely it will have a negative impact on the success of crowdfunding. Therefore, it is suggested that the financiers of crowdfunding should properly adjust the proportion of analytical content when making videos. Since the speakers and audiences of the promotional videos of science and technology projects are mostly male, the more male voices appear in the promotional videos, the more negative impact will be on the emotional expression and analytical style.

Key words: language persuasion feature, audio feature, crowdfunding, ELM model