基于威客平台招标任务的威客投标行为研究

Research on Freelancers' Bidding Behavior in Tendering-type Tasks on Freelance Platform

近十年,威客行业蓬勃发展,已经成为实践界与学术界都不容忽视的重要经济力量。本文基于卢因行为模型与收益成本理论,从个人及企业两个层面,同时考虑网络环境的"信息不确定"特点,兼顾任务设计理论与知识管理理论,构建威客平台招标任务中威客投标行为影响因素模型,并同时探讨雇主经验在威客投标过程中的调节作用。研究结果表明,参与人数、任务预算、任务描述与雇主经验等外部环境因素以及威客自身的信用与所开通商铺类型等个人内在因素均与威客投标有显著关系。进一步研究发现,雇主经验对威客信用与其投标行为之间关系存在显著负向调节作用。本研究对威客信用的直接作用以及雇主经验的调节作用的探索为威客投标决策中利用网络环境特有的"信息不对称"特征谋取更大利益的投标行为特点提供了实证支撑。本研究在中国威客网站背景下首次探讨了招标任务中的威客投标行为,在以往以悬赏任务中威客参与行为为焦点的诸多威客研究中别具一格,具有内容创新性。本研究成果加深了学者与业界人士对威客投标行为的理解,同时为雇主发布任务提供注意事项,对威客平台机制的设计具有指导意义。

Over the last decade, we witnessed a meteoric growth in freelance industry. A number of freelance markets have emerged that allow workers to sell their labor service to potential buyers. Famous ones include Up- work. corn, Freelancer. com, Zhubajie. corn and epwk. com etc. In practice, there are three kinds of tasks：contest- type, participation-type and tendering-type tasks. Participation-type tasks have been long and the earliest re- searched, usually with the context of Amazon Mechanical Turk. In the last few years, freelancers＇ behavior have been a hot topic. However, related studies only investigated freelancers＇ participation in contest-type tasks while paper ex- ploring freelancer＇s bidding behavior in a tendering-type task are rarely seen. In this paper, we try to supplement re- lated studies by studying freelancer＇s bidding behavior in tendering-type tasks.