中国众包平台用户参与行为影响因素研究

发布时间：2018-02-14 01:18

本文关键词： 众包威客开放式创新参与行为影响因素任务属性　出处：《重庆大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着互联网普及率的逐渐提高以及Web2.0时代网络虚拟产品交易的兴起，创意产品交易已经形成了一种新的网络商业模式。众包是一种开放式创新，其成功与否与任务解决者的参与数量密切相关，研究影响任务解决者参与的因素对于吸引更多高水平的开发人员参与任务从而获得满意方案具有重要意义。本文以行为动机理论、新产品开发理论以及创意竞赛理论为指导，通过实证的方法分析众包网站上创意产品交易过程中哪些因素影响单个任务参与者的数量以及最终中标者的能力等级。本文利用中国最大的威客网——猪八戒网的实际数据分析了任务属性设置以及市场竞争状况对任务解决者数量以及中标者能力等级的影响。研究发现，任务发布者在发布一个任务之前，往往会参考同类任务的属性设置，表明存在一个学习效应。此外，研究表明任务发布者对任务参数的不同设置将会导致参与者行为上表现出极大的差异性。在对任务属性与最终参与任务之间的研究发现任务赏金越高，任务难度越小，，任务期限越长同时竞争性任务的数量越少，那么任务的交稿人数就会越多。较高的赏金、较长的任务期限和较高的任务难度会使得最终中标者能力等级较高。研究表明任务交稿人数受到任务赏金、期限、市场竞争性状况等因素的影响，因此对于一个潜在的任务发布者来说，要想获得更多的作品，可以从任务赏金、期限以及与其他任务相比的属性设置来达到目的。此外，如果任务发布者的目的是想要吸引“高手”来参与，那么任务属性的设置将又会有所不同。通过本文的研究，将会为众服务包平台参与者提供可供借鉴的依据。
[Abstract]:With the increasing popularity of the Internet and the rise of online virtual product trading in the Web2.0 era, creative product trading has formed a new network business model. Crowdsourcing is an open innovation. Their success is closely related to the number of mission resolution participants, It is important to study the factors that affect the participation of task solvers in order to attract more high-level developers to participate in the task and obtain satisfactory solutions. This paper is guided by behavioral motivation theory, new product development theory and creative competition theory. Through the empirical analysis of the crowdsourcing website creative product trading process which factors affect the number of individual task participants and the ability of the final successful bidder. This paper analyzes the effect of task attribute setting and market competition on the number of task solvers and the ability level of the successful bidder by using the actual data of China's largest Weike network-#china_person0# net. Task publishers often refer to the property settings of similar tasks before publishing a task, indicating that there is a learning effect. The research shows that task publishers' different setting of task parameters will lead to great differences in behavior of participants. The study on task properties and task participation shows that the higher the reward, the less difficult the task. The longer the task duration and the less the number of competitive tasks, the more the task will be submitted. Higher reward, longer task duration and higher task difficulty will result in higher ability of the winning bidder. Studies have shown that task submissions are influenced by task rewards, deadlines, market competitiveness, and so on, so for a potential task publisher, more work can be obtained from the task reward. In addition, if the task publisher wants to attract the "master" to participate, then the setting of the task property will be different. Will provide the reference basis for the participants of the public service package platform.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F224;F49

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