知识型众包社会大众参与行为动机及激励机制

Behavioral Motivation and Incentive Mechanism of the Public Participation in Knowledge Crowdsourcing

基于知识型众包的参与者动机,研究设计符合知识型众包参与的激励机制。首先在对相关理论进行了简单阐述基础上提出了研究假设,从而构建概念模型。然后以知识型网络众包平台的参与者为分析对象,采用问卷调查和在线访谈相结合的方式,针对知识型众包的参与者动机开展调研,并运用结构方程模型进行了实证检验。检验结果表明:参与者沉浸愉悦、自我完善及外在奖励与感知收益具有正向关系,执行成本与感知风险也是正向关系,感知收益与参与意愿之间有正向关系,感知风险与参与意愿具有负向关系,参与意愿正向作用于参与行为。结合动因及其对参与者的影响程度分析,提出基于互联网众包模式特征的激励机制。

Based on motivation analysis of the participants in the knowledge question and answer group,this paper studies the incentive mechanism that is in line with their participation. This paper gave a brief introduction on the related theory,put forward the basis of our research hypothesis,in order to build a conceptual model of knowledge network,and then took crowdsourcing platform players as research subjects,using a combination of questionnaires and online interviews to investigate the motivation of knowledge type crowdsourcing participants and carry out an empirical research using structural equation model. The empirical results show that participants＇ immersion in pleasure,self-improvement,external rewards and perceived benefits have a positive relationship,so do execution cost and perceived risk;there is a positive correlation between perceived benefit and perceived risk while perceived risk and the willingness to participate have a negative relationship;the willingness to participate has a positive effect on participation behavior. Finally,the incentive mechanism based on the characteristics of the Internet crowdsourcing model is put up,which is based on the analysis of the motivation and the degree of influence on participants.