Paper Type
Short
Paper Number
PACIS2026-1666
Description
Although existing literature has emphasized the importance of multimodal information such as images and text in enhancing the funding speed of prosocial crowdfunding, research on how multimodal information collaborates across stages remains scarce. To address this gap, this study explores how the visual uniqueness of cover images in the browsing stage and image-text consistency in the evaluation stage dynamically interact to influence funding speed. Based on large-scale data analysis of over 2 million loan projects from the Kiva platform, the study finds that during the browsing stage, the visual uniqueness of cover images exhibits an inverted U-shaped relationship with funding speed. Upon entering the evaluation stage, the visual anchor formed during the browsing stage dynamically moderates the effect of image-text consistency. Specifically, when visual uniqueness is low, image-text consistency shows a significantly negative correlation with funding speed; when visual uniqueness is high, the two exhibit an inverted U-shaped relationship.
Recommended Citation
Li, Haohao; He, Weitao; and Liu, Luning, "How Multimodal Cues Dynamically Shape Crowdfunding Funding Speed?" (2026). PACIS 2026 Proceedings. 9.
https://aisel.aisnet.org/pacis2026/sharing/sharing/9
How Multimodal Cues Dynamically Shape Crowdfunding Funding Speed?
Although existing literature has emphasized the importance of multimodal information such as images and text in enhancing the funding speed of prosocial crowdfunding, research on how multimodal information collaborates across stages remains scarce. To address this gap, this study explores how the visual uniqueness of cover images in the browsing stage and image-text consistency in the evaluation stage dynamically interact to influence funding speed. Based on large-scale data analysis of over 2 million loan projects from the Kiva platform, the study finds that during the browsing stage, the visual uniqueness of cover images exhibits an inverted U-shaped relationship with funding speed. Upon entering the evaluation stage, the visual anchor formed during the browsing stage dynamically moderates the effect of image-text consistency. Specifically, when visual uniqueness is low, image-text consistency shows a significantly negative correlation with funding speed; when visual uniqueness is high, the two exhibit an inverted U-shaped relationship.
Comments
07-Platform