【摘要】：基于交易成本理論視角構(gòu)建出搜尋成本、執(zhí)行成本、個(gè)性化特異性、信任的四維度,影響個(gè)體參與眾包意愿的模型框架,并將有/無(wú)中標(biāo)經(jīng)歷作為調(diào)節(jié)變量引入該模型。以眾包平臺(tái)上的個(gè)體參與者為取樣對(duì)象的實(shí)證結(jié)果顯示:搜尋成本、執(zhí)行成本、個(gè)性化特異性和信任均對(duì)參與意愿有顯著影響,有/無(wú)中標(biāo)經(jīng)歷在其中具有顯著的調(diào)節(jié)效應(yīng)。對(duì)于無(wú)中標(biāo)經(jīng)歷的個(gè)體,搜尋成本和執(zhí)行成本與參與意愿的路徑系數(shù)更大;對(duì)于有中標(biāo)經(jīng)歷的個(gè)體,個(gè)性化特異性和信任與參與意愿的路徑系數(shù)更大。因此,可以通過(guò)簡(jiǎn)化操作流程,優(yōu)化網(wǎng)站設(shè)計(jì)等手段來(lái)吸引個(gè)體參與眾包活動(dòng)。此外,對(duì)于有無(wú)中標(biāo)經(jīng)歷的個(gè)體要區(qū)分對(duì)待,設(shè)計(jì)出匹配其個(gè)體特質(zhì)的任務(wù)策略和頁(yè)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.
【作者單位】： 南京工業(yè)大學(xué)經(jīng)濟(jì)與管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金“顧客參與對(duì)新產(chǎn)品開(kāi)發(fā)的影響:基于調(diào)節(jié)聚焦理論的實(shí)驗(yàn)研究”(項(xiàng)目編號(hào):71102143) 教育部人文社會(huì)科學(xué)研究青年基金“顧客參與、調(diào)節(jié)焦點(diǎn)和企業(yè)品牌價(jià)值創(chuàng)造:基于虛擬品牌社區(qū)的實(shí)證研究”(項(xiàng)目編號(hào):15YJC630159) 江蘇省普通高校研究生科研創(chuàng)新計(jì)劃項(xiàng)目“眾包背景下顧客參影響新產(chǎn)品價(jià)值創(chuàng)造的調(diào)節(jié)機(jī)制研究”(項(xiàng)目編號(hào):KYLX15_0809)
【分類號(hào)】：F272

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