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【目的】从发展现状、内容特征、形式特征三个方面分析我国不同类型众筹项目视频使用现状及其特点。【方法】基于任务展示示能性理论,构建视频内容特征和形式特征的二维视角(发起方视角和参与方视角)分析框架,并以众筹网为例进行实证探讨。【结果】研究表明:(1)视频资源能够显著促进众筹进度和成功率,吸引用户关注和支持,但我国众筹项目介绍中使用视频的比例仍然较低;(2)不同类型的众筹项目其视频内容特征和形式特征都有显著的相似性和差异性特点。【局限】分析框架粒度较大,有待进一步扩展和细化。本研究选择综合性众筹平台众筹网为研究对象,样本具有一定的局限性。【结论】本文分析我国众筹项目中视频的现状和特点,可以为众筹平台的优化设计以及众筹项目的成功实施提供参考和建议。
【Objective】 This paper analyzes the current status and characteristics of different kinds of crowdfunding projects in China from three aspects: status of development, content features and formal features. 【Method】 Based on the mission demonstrative demonstration theory, this paper constructs a two-dimensional analysis framework (perspective of initiator and perspective of participants) of video content features and formal features, and uses Crowdfunding as an example. 【Result】 The results show that: (1) video resources can significantly promote the progress and success rate of crowdfunding and attract the attention and support of users. However, the proportion of videos used in the introduction of crowdfunding projects in China is still low. (2) Different types of crowdfunding The project’s video content features and formal features have significant similarities and differences. [Limitations] The analysis framework is larger in size and needs to be further expanded and refined. This research chooses the crowdfunding network of comprehensive crowdfunding platform as the research object, the sample has some limitations. 【Conclusion】 This paper analyzes the current status and characteristics of video in China’s crowdfunding projects, which can provide reference and suggestions for the optimal design of crowdfunding platforms and the successful implementation of crowdfunding projects.