基于UTAUT模型的众包平台接包方参与行为影响因素研究

发布时间：2018-11-18 20:16

【摘要】：现如今众包在我国的应用越来越广,众包平台为大众提供了实现兴趣爱好和展现个人才华的机会,人们越来越喜欢通过网络来进行互动和问答。作为一种新型的商业模式,众包一方面为企业进行开放式创新提供了新的渠道,另一方面也为社会大众提供了更广阔的就业空间和更自由的工作时间。随着网络的更新换代,我国使用网络的人群已突破了七亿,但参与众包的人数却没有明显的增加,为了吸引更多人群参与到众包活动中来,更好的促进众包产业在我国的发展,本文决定从众包活动的接包方着手进行研究,探讨影响接包方参与众包活动的因素。为了解影响社会大众参与众包活动的因素有哪些,本文首先对众包的理论内涵展开研究,通过归纳与分析其他学者的相关研究,发现现有理论存在的空缺和不足,进而确定本研究将要解答的问题。再联系我国众包产业的发展状况,运用整合性科技接受模型(UTAUT)对我国众包参与者中接包方的参与行为进行分析并提出假设,并在“猪八戒”网站上发放网络问卷,进行数据的收集与整理,随后使用SPSS软件对所得的数据进行分析,对提出的假设进行验证。最终得出如下研究结果:(1)绩效期望、付出期望与社会因素对接包方的参与意愿有正向影响;(2)促进条件会直接对参与行为产生正向影响;(3)作为中介变量参与意愿会对参与行为产生正向影响。根据以上的结论,结合我国民众参与众包的实际情况进行讨论,本文对我国企业以及众包平台提出了一些合理建议,希望对我国众包的发展能够有所帮助。
[Abstract]:Nowadays crowdsourcing is more and more widely used in our country. Crowdsourcing platform provides people with the opportunity to realize their interests and show their personal talent. People are more and more interested in interactive and question-and-answer through the Internet. As a new business model, crowdsourcing provides a new channel for open innovation for enterprises, on the other hand, it also provides wider employment space and freer working time for the public. With the upgrading of the network, the number of people using the network in our country has exceeded 700 million, but the number of people participating in crowdsourcing has not increased significantly. In order to attract more people to participate in crowdsourcing activities and to better promote the development of crowdsourcing industry in China, In this paper, we decide to study the factors that affect the recipient's participation in crowdsourcing activities. In order to understand the factors that affect the participation of the public in crowdsourcing, this paper first studies the theoretical connotation of crowdsourcing, and finds out the gaps and shortcomings of the existing theories through the induction and analysis of related studies by other scholars. And then determine the question that this research will answer. According to the development of crowdsourcing industry in China, this paper analyzes and hypothesizes the participation behavior of contract takers among Chinese crowdsourcing participants by using the integrated science and technology acceptance model (UTAUT), and distributes the online questionnaire on Zhu Bajie website. The data are collected and collated, then the data are analyzed by SPSS software, and the hypotheses are verified. The results are as follows: (1) performance expectation, pay expectation and social factors have a positive effect on the willingness of the recipient to participate, (2) the promotion conditions will have a direct positive impact on the participation behavior; (3) the willingness to participate as an intermediary variable will have a positive effect on the participation behavior. Based on the above conclusions and the actual situation of Chinese people participating in crowdsourcing, this paper puts forward some reasonable suggestions to Chinese enterprises and crowdsourcing platform, hoping to be helpful to the development of crowdsourcing in our country.
【学位授予单位】：东华理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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