The relationship between a charity crowdfunding project's contents and donors' participation: An empirical study with deep learning methodologies
作者：
Highlights：
• Found positive emotions depress potential donors' empathy toward the recipient and lead to little participation.
• Negative emotion is not effective, suggesting miserable facial emotions may not help charity crowdfunding project managers.
• Complex project descriptions require effort to understand the recipients' circumstances and reduce donors' participation.
• Our findings will also provide a useful guide when to design donation project contents given sever competition.
摘要
•Found positive emotions depress potential donors' empathy toward the recipient and lead to little participation.•Negative emotion is not effective, suggesting miserable facial emotions may not help charity crowdfunding project managers.•Complex project descriptions require effort to understand the recipients' circumstances and reduce donors' participation.•Our findings will also provide a useful guide when to design donation project contents given sever competition.
论文关键词：
论文评审过程：Received 2 June 2019, Revised 8 December 2019, Accepted 13 January 2020, Available online 14 January 2020, Version of Record 22 January 2020.
论文官网地址：https://doi.org/10.1016/j.chb.2020.106261
