众包模式下个体参与意愿的影响因素研究——基于交易成本理论视角

发布时间：2018-09-17 09:09

【摘要】：基于交易成本理论视角构建出搜寻成本、执行成本、个性化特异性、信任的四维度,影响个体参与众包意愿的模型框架,并将有/无中标经历作为调节变量引入该模型。以众包平台上的个体参与者为取样对象的实证结果显示:搜寻成本、执行成本、个性化特异性和信任均对参与意愿有显著影响,有/无中标经历在其中具有显著的调节效应。对于无中标经历的个体,搜寻成本和执行成本与参与意愿的路径系数更大;对于有中标经历的个体,个性化特异性和信任与参与意愿的路径系数更大。因此,可以通过简化操作流程,优化网站设计等手段来吸引个体参与众包活动。此外,对于有无中标经历的个体要区分对待,设计出匹配其个体特质的任务策略和页面定制。
[Abstract]:Based on the perspective of transaction cost theory, the four dimensions of search cost, execution cost, individuation specificity and trust are constructed, and the model framework which affects the willingness of individuals to participate in crowdsourcing is established, and the experience of having or not winning a bid is introduced into the model. The empirical results of individual participants on crowdsourcing platform show that: search cost, execution cost, individuation specificity and trust all have significant effects on participation intention, with or without successful bidding experience has a significant regulatory effect. The path coefficients of search cost and execution cost and willingness to participate are larger for individuals without successful bid experience, and greater for individuals with successful bidding experience, and the path coefficients of individualized specificity and trust and willingness to participate are higher for those who have won the bid. Therefore, we can attract individuals to participate in crowdsourcing activities by simplifying operation flow and optimizing website design. In addition, the individuals with or without successful bidding experience should be treated differently, and task strategies and page customization matching their individual characteristics should be designed.
【作者单位】：南京工业大学经济与管理学院;
【基金】：国家自然科学基金“顾客参与对新产品开发的影响:基于调节聚焦理论的实验研究”(项目编号:71102143) 教育部人文社会科学研究青年基金“顾客参与、调节焦点和企业品牌价值创造:基于虚拟品牌社区的实证研究”(项目编号:15YJC630159) 江苏省普通高校研究生科研创新计划项目“众包背景下顾客参影响新产品价值创造的调节机制研究”(项目编号:KYLX15_0809)
【分类号】：F272

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