时间：2025年11月7日10：00

地址: 承泽园333教室

Speaker: 沈鹏

Abstract:

Due to an increasingly competitive grant application environment, science fundraising through the science crowdfunding platform represents an emerging source of financial support for scientists. However, the inherent complexity of science projects and the knowledge gap between the public and scientists create communication barriers, which impede the fundraising outcome. Using a sample of 1,735 crowdfunding projects on Experiment.com, this study examines the effect of linguistic complexity on fundraising. By dividing linguistic complexity into two critical dimensions (e.g., lexical and syntactic complexity) and employing NLP methods, we find that lexical complexity promotes fundraising, whereas syntactic complexity reduces fundraising. Public engagement mediates the effect of linguistic complexity on fundraising outcomes. Furthermore, adopting project videos and updates can weaken the effects of linguistic complexity on public engagement. Our study contributes novel theoretical and practical insights to crowdfunding practice and science communication.

Introduction of Speaker

沈鹏现为厦门大学管理学院市场学系助理教授。于2021年7月毕业于印第安纳大学，获得经济学哲学博士学位。沈鹏的研究领域包括实证数量营销，营销战略，实证运营管理，以及实证管理研究方法（如因果推断方法等应用计量方法）。沈鹏的研究话题主要关注企业社会责任信息披露，众筹，汽车和医疗的产品召回管理，产业政策，以及公司创新等。