School of Economics and Management, East China Normal University, Shanghai, China.
J Med Internet Res. 2024 Nov 15;26:e58617. doi: 10.2196/58617.
As crowdfunding sites proliferate, visual content often serves as the initial bridge connecting a project to its potential backers, underscoring the importance of image selection in effectively engaging an audience.
This paper aims to explore the relationship between images and crowdfunding success in cancer-related crowdfunding projects.
We used the Alibaba Cloud platform to detect individual features in images. In addition, we used the Recognize Anything Model to label images and obtain content tags. Furthermore, the discourse atomic topic model was used to generate image topics. After obtaining the image features and image content topics, we built regression models to investigate the factors that influence the results of crowdfunding success.
Images with a higher proportion of young people (β=0.0753; P<.001), a larger number of people (β=0.00822; P<.001), and a larger proportion of smiling faces (β=0.0446; P<.001) had a higher success rate. Image content related to good things and patient health also contributed to crowdfunding success (β=0.082, P<.001; and β=0.036, P<.001, respectively). In addition, the interaction between image topics and image characteristics had a significant effect on the final fundraising outcome. For example, when smiling faces are considered in conjunction with the image topics, using more smiling faces in the rest and play theme increased the amount of money raised (β=0.0152; P<.001). We also examined causality through a counterfactual analysis, which confirmed the influence of the variables on crowdfunding success, consistent with the results of our regression models.
In the realm of web-based medical crowdfunding, the importance of uploaded images cannot be overstated. Image characteristics, including the number of people depicted and the presence of youth, significantly improve fundraising results. In addition, the thematic choice of images in cancer crowdfunding efforts has a profound impact. Images that evoke beauty and resonate with health issues are more likely to result in increased donations. However, it is critical to recognize that reinforcing character traits in images of different themes has different effects on the success of crowdfunding campaigns.
随着众筹网站的激增，视觉内容通常作为连接项目与其潜在支持者的最初桥梁，这凸显了在吸引受众方面选择图像的重要性。
本文旨在探讨癌症相关众筹项目中图像与众筹成功之间的关系。
我们使用阿里云平台检测图像中的个体特征。此外，我们使用任何模型来标记图像并获取内容标签。此外，使用话语原子主题模型生成图像主题。在获得图像特征和图像内容主题后，我们构建回归模型来研究影响众筹成功结果的因素。
图像中年轻人比例较高（β=0.0753；P<.001）、人数较多（β=0.00822；P<.001）、笑脸比例较大（β=0.0446；P<.001）的众筹成功率较高。与好事和患者健康相关的图像内容也有助于众筹成功（β=0.082，P<.001；β=0.036，P<.001）。此外，图像主题与图像特征之间的相互作用对最终筹款结果有显著影响。例如，当考虑到笑脸时，在休息和娱乐主题中使用更多的笑脸会增加筹款金额（β=0.0152；P<.001）。我们还通过反事实分析检查了因果关系，该分析证实了变量对众筹成功的影响，与回归模型的结果一致。
在基于网络的医疗众筹领域，上传图像的重要性怎么强调都不为过。图像特征，包括描绘的人数和年轻人的存在，显著提高了筹款结果。此外，癌症众筹活动中图像的主题选择具有深远影响。唤起美感并与健康问题产生共鸣的图像更有可能增加捐赠。然而，必须认识到，在不同主题的图像中强化特征对众筹活动的成功有不同的影响。
