网络众包参与者行为的影响因素研究——基于小米网络众包社区的实证研究

Research on the Factors Affecting Participation Behavior in Crowdsourcing System——Based on Xiaomi Crowdsourcing Network Community

从参与者动机和行为体验方面研究影响网络众包参与者行为的主要因素.首先对相关研究进行了简单评述,在此基础上提出研究假设、构建研究的概念模型;然后以小米网络众包社区为分析对象,采用问卷调查和在线访谈相结合的方式,针对网络众包参与者持续参与行为开展调研,并运用结构方程模型进行实证检验.实证结果表明:按照影响程度,对网络众包参与者行为产生影响的动机因素有:经济动机、知识获取动机、情感动机、社交动机、兴趣动机、宣传发展动机以及胜任动机;参与者的工作经验会影响其参与行为,教育背景对其参与行为的影响并不明显;影响参与者持续参与行为决策的关键路径有:期望确认→满意度→持续参与意向、期望确认→有用性感知→满意度→持续参与意向、期望确认→网络平台归属感知→满意度→持续参与意向.

It studied the main factors influencing the participants＇ behavior in the network crowdsourcing from motiva- tion and participation experience. First, it carried on the review of relevant studies, proposed the research hypotheses and constructed the analysis model. Second, it selected the Xiaomi crowdsourcing community as the research object, and carried out investigation and survey of participants＇ behavior through questionnaire and online interview. According to the behavior of the participants in the network, the empirical test was carried out by using the structural equation model. Empirical results show that according to the influence degree, motivation factors affecting network crowdsourcing participants＇ behavior are economic motives, knowledge acquisition motives, emotional motives, social motives, interest motives, promotion motives and competence motives. Participants＇ work experience affects their participation behavior; however, education background has no significant effect on their participation behavior. There are three main paths af- fecting participation behavior： the first is from expectation confirmation via satisfaction to continued participation inten- tion; the second is from expectation confirmation via useful perception and satisfaction to continued participation inten- tion; the third is from expectation confirmation via loyalty perception of crowdsourcing platform and satisfaction to con- tinued participation intention.