众包平台中游戏化对接包者持续参与意愿的影响因素研究

Impact of Gamification on Solvers' Continued Participation Intention under Crowdsourcing Platform

基于S-O-R理论,本文构建游戏化机制(奖励、竞争、自我表达和及时反馈)与接包者持续参与意愿之间的模型,探求游戏化机制是如何通过感知有用性、沉浸体验来影响接包者持续参与意愿。在此基础上,进一步研究了历史表现(奖励总额、失标数量、失标新近)在感知有用性、沉浸体验与接包者持续参与意愿之间的调节作用。发现奖励、自我表达、及时反馈显著正向影响感知有用性、沉浸体验;感知有用性、沉浸体验显著正向影响接包者持续参与意愿;奖励总额、新近失标在感知有用性、沉浸体验与接包者持续参与意愿之间发挥调节作用。提出加大众包平台的游戏化机制设计、注重接包者在众包平台的历史表现和增强接包者的平台体验感三个方面的建议和对策。

Based on S-O-R theory and related literature,the paper builds a model of gamification mechanics(reward,competition,self-express and timely feedback)and solvers'continued participation intention to explore how gamification mechanisms affect solvers'continued participation intention by perceived usefulness and flow experience.On this basis,we further study the moderating effects of historical performance(total reward amount,number of missed bid and recent missed bid)on perceived usefulness,flow experience and solvers'continued participation intention.It is found that reward,self-expression and timely feedback have significantly positive effects on perceived usefulness and flow experience;perceived usefulness and flow experience have significantly positive effects on solvers'continued participation intention;total reward amount and recent missed bid play a moderated role in perceived usefulness,flow experience and solvers'continued participation intention.Based on the above analysis,we put forward to some suggestions and countermeasures to increase the gamification mechanism design of crowdsourcing platform,pay attention to the historical performance of crowdsourcing platform and enhance the sense of platform experience.