Research On The Impact Of Investor Perceived Value On The Financing Performance Of Continuous Crowdfunding Projects Based On Comment Mining

With the popularization of the Internet and the diversification of consumer demand for product information channels,people are increasingly relying on online reviews before shopping.These comments come from real consumers,with high credibility and authority,and can provide important reference for other consumers’ purchasing decisions.They are also an important source for sellers to obtain after-sales feedback and understand consumer needs.Crowdfunding,as a new financing method,provides important support for the financing of start-up enterprises.However,most project initiators cannot achieve an efficient conversion from resource accumulation in the early stage of projects to current project financing performance when initiating projects multiple times in a row.Therefore,it can be seen that continuous crowdfunding project initiators do not attach enough importance to the social attributes of crowdfunding platforms,Most project initiators cannot truly understand and meet the expectations and demands of investors.Therefore,for the initiators of crowdfunding projects,analyzing project comments,understanding user needs and expectations,effectively maintaining pre project resources,and optimizing products or services are important means to improve the competitiveness of crowdfunding projects and investor loyalty.This article takes successful crowdfunding projects in the domestic creative crowdfunding platform "Mo Dian Net" as the research object,and uses text sentiment analysis method to quantitatively analyze the emotional dimensions implicit in comments,constructing an investor perceived value model.In the experiment process,this paper first uses TF-IDF algorithm,Word2 Vec word vector model and SO-PMI emotional preference mutual information method to build an emotional dictionary in the crowdfunding field to support affective computing in the crowdfunding field;Then,the LDA topic model is used to generate a topic vocabulary matrix,and five dimensions of product,personnel,image,service and unique value are abstracted to build an investor perceived value model;Based on the use of sentiment analysis methods and document topic probability distribution matrices to quantify the perceived value of each comment dimension,the weighted average is used to obtain the investor perceived value of each continuous crowdfunding project dimension.Finally,based on the ABC attitude theory model,the impact mechanism of investor perceived value on the financing performance of continuous crowdfunding projects is explored,and supported by empirical results,suggestions for improving the operation of continuous crowdfunding projects are proposed.The research results of this article reveal the implicit information of investors’ perceived value in the field of crowdfunding in the review text,and explore the impact mechanism of investors’ perceived value on the financing performance of continuous crowdfunding projects.This provides a scientific basis for project initiators to develop more effective operational strategies and product improvement plans.In addition,the research method of this paper can also be applied to the analysis of Customer Perceived Value in other fields,so as to provide more accurate customer feedback information and marketing strategy suggestions for enterprises.