Table 1.
Variable descriptions
| Variable names | Variable type | Descriptions [Abbreviation used in the regressions] | Relevant references |
|---|---|---|---|
| Dependent variables | |||
| Achievement rate | Numerical | A continuous variable is the ratio calculated by dividing each actual raised amount by each fundraising goal, which describes what extent can be achieved | Frydrych et al. (2014), Mollick (2014), Zheng et al. (2014), Kim et al. (2016), |
| Project success | Categorical | A dummy variable indicating whether the campaign was successful. The value is one when the Achievement rate exceeds 1, and zero otherwise | Kunz et al. (2017), Anglin et al. (2018) |
| Independent variables | |||
| (Project characteristics) | |||
| Campaign type | Categorical | A categorical variable composes three levels: Reward-based, Charity [Charity], and Government [Government] | Kuppuswamy and Bayus (2018) |
| Project model | Categorical | A categorical variable includes two levels: All-Or-Nothing [AON] and Keep-It-All [KIA] | Cumming et al. (2019) |
| Reward-type count | Numerical | Number of reward types in each project [Reward] | Kunz et al. (2017) |
| Picture count | Numerical | Number of pictures on each project website [Picture] | Kunz et al. (2017), Xu (2018) |
| Video count | Numerical | Number of videos on each project website [Video] | Kunz et al. (2017), Xu (2018) |
| Word count | Numerical | Number of characters in the body on each project website [Word] | Gafni et al. (2018) |
| (Campaigners’ experience and marketing strategies) | |||
| Experienced campaigners | Categorical | A dummy variable indicating whether a campaigner had experiences of other campaigns. The value is one when a campaigner had run crowdfunding campaigns on Readyfor before, and zero otherwise | Courtney et al. (2016), Hsu (2007) |
| Facebook share count | Numerical | Number of shares on Facebook in each project [Facebook] | Kromidha and Robson (2016) |
| Tag count | Numerical | Number of tags attributed by the platform (e.g. animal) [Tag] | Lundberg et al. (2019) |
| Announce count | Numerical | Number of announcements by a campaigner in each project to measure updates [Announce] | Mollick (2014), Shahab et al. (2019) |
| Competitor count | Numerical | The maximum number of other projects running simultaneously [Competitor] | Meer (2014, 2017), Moy et al. (2018) |