Business Commons^™

What Makes Your Movies More Engaging For Backers? A Text Analysis Of Kickstarter Projects, Shuman Liu

Lingnan Theses and Dissertations (MPhil & PhD)

Crowdfunding has become an increasingly popular channel for entrepreneurs to raise funds from the crowd to support their startup projects. However, the percentage of crowdfunding projects that can reach their funding goals is relatively small among all crowdfunding websites. Although previous studies have examined various factors such as individual project attributes, social ties that might influence the fund-raising outcomes, the project pitches, as a key part of any crowdfunding proposal, have rarely been studied for their role in driving the crowdfunding success.

In this research, we study a corpus of 1559 movie projects from Kickstarter up to the end of …

Introversion And Online Word-Of-Mouth Behavior : What Roles Do Review Website Design And Product Design Play?, Shu Ting Lau

Lingnan Theses and Dissertations (MPhil & PhD)

This research investigates the online review behavior of introverted customers. Introversion is a major personality trait that has been widely discussed in many personality theories. This thesis includes two essays. Essay 1 investigates how the design of an online review website can affect the willingness to do an online review of introverts. Based on the arousal theory, it is hypothesized that introverted consumers, because of their avoidance of arousal, would have a higher willingness to do online review in an environment where other users’ feedback is not allowed, but this design does not affect extroverts. These predictions are confirmed by …