众筹环境下图片线索对融资效果的影响及项目类型的调节效应

图片是众筹平台融资项目介绍中关键的表现形式之一，针对现有研究较少分析图片因素对众筹项目融资效果的影响，基于图像语义层次视角，从视觉层、对象层和概念层3个维度提取图片线索，根据媒介丰富度理论分析图片线索对众筹项目融资效果的影响，以及项目类型对其产生的调节作用。通过实证研究，检验了Kickstarter平台上6336个众筹项目，结果表明：产品图像、团队成员人物图像、人物图像的大小及人物表情等图片线索能显著提高众筹项目的融资成功率。相较于科技类、游戏类、食品类项目，出版类项目的融资效果受图片线索影响更为显著。本研究有助于指导众筹项目的筹资者运用图片和文本等多元媒介，打造具吸引力的项目介绍，以提高融资成功率。

Analysis of the impact of image cues on crowdfunding project financing performance and the moderating effect of project type

Images are one of the critical forms of expression in the introduction of financing projects on crowdfunding platforms. As the existing researches on the impact of image factors on crowdfunding project financing outcomes were limited, the influence of image cues on fundraising effectiveness was analyzed from the perspective of image semantic hierarchy. Image clues were extracted from the visual layer, object layer and concept layer dimensions, and their impact on crowdfunding project financing outcomes was analyzed based on the media richness theory. The moderating effect of project type on this relationship was also analyzed. Through empirical experiments, 6,336 crowdfunding projects on the Kickstarter platform were examined. The results show that image cues such as product images, team member portraits, the size of character images, and facial expressions can significantly improve the fundraising success rate of crowdfunding projects. Compared with technology, game, and food projects, the financing effects of publishing projects are more significantly affected by image cues. This study can help guide fundraisers of crowdfunding projects to use multiple media such as images and text to create attractive project presentations to improve the success rate of fundraising.