公平偏好下产品式众包平台利益分配策略研究

Research on Benefit Distribution Strategy of Product Crowdsourcing Platform Based on Fairness Preference

网络迅速而稳健的发展、网上支付系统的完善、工作结构的改变都需要更灵活的工作模式,"众包"这种新型互联网式劳动交易方式应运而生。本文将众包合作关系作为委托代理关系,从众包的利益分配角度研究产品式众包平台激励问题,扩展传统委托-代理模型,将众包发起人、任务参与者看成一个整体进行分析研究,针对任务参与者的公平偏好特征,分析其公平偏好程度对利益分配产生的影响;探讨众包发起人如何调整产出分享系数和固定支付以达到利益最大化的目标。研究表明分享系数和固定支付受任务参与者的公平偏好程度影响,增加信息的透明度可以提高任务参与者的努力水平,增加众包发起人的收益。

The fast and steady development of Internet,improvement of online payment systems and changes of working structure that enable and demand flexible working patterns have driven a move to a new form of Internet-enabled labor exchange called crowdsourcing.In this paper,the crowdsourcing cooperative relation is regarded as principal-agent relation and the incentive of product crowdsourcing platform is studied from the perspective of benefit distribution of crowdsourcing.The traditional principal-agent model is extended,and the crowdsourcing sponsors and the task participants are analyzed as a system.The effect of the fairness preference degree of task participants on benefit distribution is analyzed considering the features of their fairness preference.And the crowdsourcing sponsors＇ adjustment to output sharing coefficient and fixed payment to achieve the optimal benefit is discussed.The results show that the sharing coefficient and fixed payment are affected by the fairness preference degree of task participants,and enhancing the transparency of information can increase the effort level of task participants and increase the profit of crowdsourcing sponsors.