The Influence of Language Style and Brand Name on Crowdfunding Performance of Environmental Protection Enterprises

Table 2

Variable classification and sample description.

Category	Variable	Variable grading	Number of samples	Proportion (%)	Mean value
Dependent variable	Crowdfunding performance	1 = financing failure (crowdfunding performance <100%)	17	13.08	438.68%
		2 = low crowdfunding financing performance (100% ≤ crowdfunding financing performance <500%)	76	58.46
		3 = medium crowdfunding financing performance (500% ≤ crowdfunding financing performance <1000%)	26	20
		4 = high crowdfunding financing performance (crowdfunding financing performance ≥1000%)	11	8.46
Independent variable	Detailed language	1 = 1–189 words	34	26.15	358.98 words
		2 = 190–379 words	46	35.38
		3 = 380–569 words	30	23.08
		4 = >569 words	20	15.38
	Succinct language	1 = 0 words	60	46.15	52.05 words
		2 = 1–34 words	13	10
		3 = 35–69 words	23	17.69
		4 = >69 words	34	26.15
	Interactive language	1 = 0 words	72	55.38	15.8 words
		2 = 1–59 words	49	37.69
		3 = 60–119 words	6	4.62
		4 = >119 words	3	2.31
	Low psychological distance language	1 = 0 words	10	7.69	237.48 words
		2 = 1–94 words	39	30
		3 = 95–189 words	22	16.92
		4 = >189 words	59	45.38
	Brand name	1 = no brand attention	45	34.62
		2 = brand attention	85	65.39
Control variable	Update times	1 = 1–9 times	100	76.92	6.67 times
		2 = 10–19 times	26	20
		3 = >19 times	4	3.08
	Duration	1 = 1–31 days	87	66.92	30.72 days
		2 = 32–62 days	36	27.69
		3 = >62 days	7	5.38
	Video introduction	1 = no video introduction	77	59.23
		2 = with video introduction	53	40.77
	Number of unlock benefit files	1 = 0 gear	28	21.54	46
		2 = 1–4 gears	87	66.92
		3 = >4th gear	15	11.54
	Financing target amount	1 = ≤20000 yuan	112	86.15	14667.87 yuan
		2 = 20001–40000 yuan	8	6.15
		3 = >40000 yuan	10	7.69