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How Does Cover Content Matter for Online Medical Crowdfunding Platform? An Emotional Appeal Perspective

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E-Business. Digital Empowerment for an Intelligent Future (WHICEB 2023)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 481))

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Abstract

Poverty and return to poverty due to illness is still one of the main causes of personal poverty, and medical crowdfunding can help patients and their families raise medical expenses to alleviate their economic pressure. Under this background, how to improve the fundraising performance of medical crowdfunding projects has attracted more and more attention. This paper aims to investigate the impact of emotions expressed in cover content on donation and sharing behaviors of project supporters. The cover content includes a cover image and a project title. We scraped the real projects from one of the largest medical crowdfunding platforms in China. We theoretically classify images into two categories, where an image of a patient in healthy status delivers positive emotions and an image of a patient in unhealthy status signals negative emotions. Further, we use LIWC to measure emotional intensity of the project title. The analysis results show that project supporters prefer projects with a positive cover image (i.e., a patient in healthy status). Moreover, there is an interaction effect between the cover image and a negative project title, whereas a positive title did not. Specifically, when a project uses a cover image of patient in unhealthy status, a negative title has a negative effect on support behaviors (i.e., donation and sharing behavior). Our study provides important theoretical and practical implications for online crowdfunding.

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Acknowledgement

The authors appreciate the constructive comments and suggestions provided to us by the review team. The authors also wish to acknowledge the National Natural Science Foundation of China (72172103,72231004) for financial support. Xiaopan Wang is the corresponding author of this work.

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Authors and Affiliations

  1. Tianjin University, Tianjin, China

    Xiaojin Shen & Yi Wu

  2. Zhejiang Gongshang University, Hongzhou, China

    Xiaopan Wang

Authors
  1. Xiaojin Shen
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  2. Yi Wu
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  3. Xiaopan Wang
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Corresponding author

Correspondence to Xiaopan Wang .

Editor information

Editors and Affiliations

  1. University of Calgary, Calgary, AB, Canada

    Yiliu Tu

  2. China University of Geosciences, Wuhan, China

    Maomao Chi

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Shen, X., Wu, Y., Wang, X. (2023). How Does Cover Content Matter for Online Medical Crowdfunding Platform? An Emotional Appeal Perspective. In: Tu, Y., Chi, M. (eds) E-Business. Digital Empowerment for an Intelligent Future. WHICEB 2023. Lecture Notes in Business Information Processing, vol 481. Springer, Cham. https://doi.org/10.1007/978-3-031-32302-7_21

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  • DOI: https://doi.org/10.1007/978-3-031-32302-7_21

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-32301-0

  • Online ISBN: 978-3-031-32302-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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