Research On The Impact Of Text Information Of Medical Crowdfunding Project On Project Performance

In recent years,the rise of medical crowdfunding has helped alleviate the problem that people cannot afford the medical treatment of serious diseases,and has gradually become a powerful supplement to the government’s medical insurance services,alleviating the poverty related to diseases.Despite the rapid development of the crowdfunding market,the performance of healthcare crowdfunding projects is poor.Project text information plays an important role in medical crowdfunding.However,the existing literature still has limited exploration on how to induce and persuade through text narrative and then influence project performance.Therefore,in order to provide a systematic understanding of the text narrative,this study examines the impact of medical crowdfunding project text on project performance,in order to enrich the relevant research on improving project performance in the field of medical crowdfunding,and provide valuable suggestions for the operation and management of online medical crowdfunding platform.This research is mainly carried out from the following aspects:(1)With the help of rhetorical persuasion theory to determine the overall framework,combined with the evaluation tendency framework theory and the actual scene,the model of the impact of the second-level factors on the project performance under the rational,emotional and credit narrative of the medical crowdfunding project text is constructed.(2)With the background of "Qingsongchou",we collect project data and conducts text mining,build a text classification model based on machine learning to extract quantitative indicators of rationality and credit elements,and then score project text based on emotional dictionary to extract quantitative indicators of emotional elements.(3)The quantitative data were used for empirical analysis,and multiple regression model was used to test the influence of rational narrative,emotional narrative and credit narrative on the performance of medical crowdfunding projects.Meanwhile,the moderating effect of money-related discourse under rational narrative on the relationship between emotional narrative and project performance was investigated.The results show that:(1)Money related discourse in rational narrative has a negative impact on the performance of medical crowdfunding projects.(2)The statement of the name of the third-party institution in the credit narrative has a positive impact on the performance of medical crowdfunding projects,but the statement of the professional consultant has no significant impact on the performance of the project.(3)The emotional narrative of "sadness" and "caress" have a negative impact on the performance of medical crowdfunding projects,while the emotional narrative of "concern" has a positive impact on the performance of medical crowdfunding projects.(4)Money related discourse negatively moderates the relationship between "concern" narratives and project performance,but has no significant influence on the relationship between "sadness" and "caress" narratives and project performance.In terms of theory,this study systematically investigated the impact of project text on the performance of medical crowd-funding projects,innovatively explored the specific role of subdivision emotion in it,enriched relevant research on medical crowd-funding,and expanded the application field of rhetorical persuasion theory.In practice,this study provides guidance and suggestions on project text design and platform management and operation for medical crowdfunding project seekers and platform staff,and the text mining methods used in this study,like text classification and emotion analysis,can provide reference ideas for other studies using text data.