游戏化对创新型众包参与者行为影响机理研究

Crowdsourcing is of critical importance for firms searching for innovative solutions of problems. It is becoming increasingly popular among innovative firms. However, the ultimate results of this innovative crowdsourcing are not always as expected. One important reason underlying this phenomenon is the challenge that how to attract a large number of crowds to continuously participate in a particular crowdsourcing program and to produce high quality solutions. A successful gamification design can be appealing to players and encourage them to take continuous participation in a program. Therefore, the innovative crowdsourcing program could be more productive by employing gamification properly. Based on Self-Determinant Theory and Goal-Setting Theory, this project aims to understand the mechanism of the effect of gamification on the behavior of participants engaged in innovative crowdsourcing programs from the perspective of gamification as an emerging management tool..First, a mechanism model evaluating the gamification’s impact on innovative crowdsourcing participant behaviors is established. The model includes elements of gamification identified and measured based on the analysis of the psychology and behavioral consequences of crowdsourcing participants. Multiple-case studies are performed from three sources of innovative crowdsourcing. Second, the direct effects of gamification on the behavior of the innovative crowdsourcing participants and the moderation functions of gamification for critical situational variables are tested through laboratory and field experiments. Finally, the questionnaire is developed based on the aforementioned theoretical analysis and experimental practices. Results of questionnaire are analyzed by utilizing statistical analysis methods to examine the impact mechanism of gamification on the behavior of the innovative crowdsourcing participants. Results from this project can contribute to the development and improvement of crowdsourcing and gamification theories. This work can also help maintain the effective operation of innovative crowdsourcing and provide guidance for the precise design of gamification management.

众包正成为创新的重要实现方式且日益普及，但这种创新型众包的实际效果并不理想，因其面临着如何吸引大量的参与者持续参与并作出高质量贡献这一挑战。成功的游戏化设计能够吸引并激励玩家持续参与，故妥善运用游戏化可提升创新型众包的成效。本项目基于自我决定理论和目标设定理论，以游戏化这一新兴管理手段为核心视角，探索游戏化对创新型众包参与者行为的影响机理。首先，解构及度量游戏化构成要素、众包参与者心理和行为结果，结合三种来源创新型众包的多案例研究，构建游戏化对创新型众包参与者行为的影响机理理论模型。其次，运用实验室实验和现场实验，检验游戏化对创新型众包参与者行为的直接效应以及关键情境变量的调节作用。最后，根据上述理论分析和实验研究，开发问卷并开展调查研究，运用统计分析方法进一步验证游戏化对创新型众包参与者行为的影响机理。以期丰富和发展众包和游戏化理论，为创新型众包的有效运行及游戏化管理的精准设计提供指导。

众包正成为创新的重要实现方式且日益普及，但这种创新型众包的实际效果并不理想，因其面临着如何吸引大量的参与者持续参与并做出高质量贡献这一挑战。成功的游戏化设计能够吸引并激励玩家持续参与，故妥善运用游戏化可提升创新型众包的成效。本项目基于自我决定理论、心流理论、目标设定理论等相关理论原理，以游戏化这一新兴管理手段为核心视角，探索游戏化对创新型众包参与者行为的影响机理。.主要研究内容包括三个方面：一是解构并度量解构并度量游戏化、创新型众包参与者心理结果和行为结果；二是研究游戏化对创新型众包参与者心理及行为的影响机理；三是研究游戏化对创新型众包参与者心理及行为的影响的动态性。研究综合运用多种研究方法进行，主要包括理论梳理、二手数据、问卷调查、实验研究以及案例探索。具体地说，项目进展以来，累计相关文献整理超过1000篇，获得二手数据62289个；获得有效问卷1000多份；获得有效实验样本1906份；开发案例19个。.研究的重要结论包括：第一，研究发现并构造了新的且更为系统化的游戏化SMART模型；第二，研究进一步探索了单个游戏化元素、游戏化组合以及游戏化拓展因素（排行榜、徽章、不确定性、玩具化外观等）对参与者心理及行为的影响机理。研究结果显示，不同的游戏化元素通过对参与者的动机、态度、感知等的影响，进而影响参与者的行为（如，创造力、购买行为等）。比如，不确定性能够刺激用户的好奇心及解决问题的能力性动机，从而有效吸引用户更积极的参与企业项目；产品的玩具化设计负面影响消费者的产品质量感知，进而负面影响消费者的购买意愿等；第三，研究还发现游戏化对创新型众包参与者行为影响效果存在动态性。主要是指时间、任务情境、参与者特征在游戏化影响参与者行为中的调节作用。.研究结论一方面对企业创新、众包项目的设计以及企业的员工和顾客管理都有十分重要的实践启示；另一方面也为游戏化、众包、用户创新的相关理论研究提供了有效补充和扩展。