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    speaker Xitong Li,HEC Paris time Tuesday, June 25th , 10:00-11:30
    place Room 217, Guanghua Building 2

    Management Science and Information Systems' Seminar2019-15

    Ladies First, Gentlemen Third! The Effect of Narrative Perspective on Medical Crowdfunding
    Speaker: Xitong Li,HEC Paris
    Time:  Tuesday, June 25th ,  10:00-11:30
    Location: Room 217, Guanghua Building 2

    As medical crowdfunding becomes increasingly popular, many fundraising  campaigns fail to collect enough donations for patients in need and  therefore it is important to explore how to craft an effective  fundraising campaign. In practice, a majority of fundraising campaigns  are narrated from the third-person perspective without knowing whether  narrating from the third-person perspective is the most effective  approach or not. In this research, we draw upon multiple theories and  propose that the relative effectiveness of the first- vs. third-person  perspective depends on patient gender. To test the hypotheses, we  conduct a randomized field experiment on a leading medical crowdfunding  platform in China, involving more than 1.2 million potential donors. The  empirical results show that the third-person perspective is more  effective in motivating donation-related behaviors for male-patient  fundraising campaigns, whereas the first-person perspective is more  effective for female-patient fundraising campaigns. Furthermore, we find  that the choice of the narrative perspectives matters more for  potential donors who do not yet have many historical donations or have  fewer friends with donations on the focal fundraising campaigns. The  findings generate important theoretical and managerial implications for  medical crowdfunding.


    Xitong Li is an Associate Professor in the department of Information  Systems and Operations Management, HEC Paris, France. His recent  research interests include the economic and social impacts of using  online data/information, and innovative technologies using online data  and services. His research has appeared, or is forthcoming, in  Information Systems Research, MIS Quarterly, Journal of Management  Information Systems, ACM Transactions on Internet Technology, ACM  Transactions on Multimedia Computing Communications and Applications,  IEEE Transactions on Engineering Management, IEEE Transactions on  Automation Science and Engineering, IEEE Transactions on Systems, Man  & Cybernetics, IEEE Communications Magazine, and other leading  international journals and conference proceedings. His research has  recently been granted by ANR AAPG France (solo PI, Agence Nationale de  la Recherche in France, equivalent to National Science Foundation in the  U.S.) for three years of 2018-2020. He won the Best Paper Award at the  46th Hawaii International Conference on System Sciences (HICSS) in 2013  and the OCIS Best Paper Award Finalist at the 77th Academy of  Management  (AoM) Annual Meeting in 2017. He received his Ph.D. in  management from the MIT Sloan School of Management, and his Ph.D. in  engineering from Tsinghua University.

    Your participation is warmly welcomed!

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