众包模式用户参与影响因素分析——基于社会交换理论的实证研究

Factors Influcing Users'Participation to Crowdsourcing Mode——An Empirical Study Based on Social Exchange Theory

本文以社会交换理论为基础,从感知利益和感知风险的行为决策角度出发,来分析用户决策是否参与众包网站的影响因素及其作用机理,构建了影响用户参与众包的认知过程模型,并用273份有效样本数据对研究假设进行验证。实证结果表明,外部激励和自我提升正向影响感知利益,执行成本正向影响感知风险,而用户对参与众包的感知利益和感知风险的权衡决定了其最终的参与行为。

Based on the social exchange theory, this paper analysed the influencing factors and their mechanism of the de- cisions made by the users on whether to undertake an attempt to become involved in the crowdsourcing websites from the perspective of perceived benefit and perceived risk. Then the paper established a model of cognitive process of influencing users＇ participation in crowdsourcing, and the research assumption was tested and verified with 273 sample data in effect. The outcome showed that the exterior stimuli and self promotion positively influenced the perceived benefit, and the exeoution cost positively influenced the perceived risk. And the users＇ balancing between perceived benefit and perceived risk of participation in erowdsourcing determined the final action of participation.