竞争视角下众包平台接包者的自我效能感知及影响其持续参与行为的机制研究

With the advancement of information technology and electronic market, crowdsourcing become a newly developing business mode. How to maintain crowd workers’ continuous participation becomes a major concern for the crowdsourcing platform and a hot topic that appeals to the international academics. This project employ survey，interview and other empirical research methods to investigate crowd workers’ continuance participation from the competition perspective. The major research contents include: 1) investigating the influence of crowd workers’ self-efficacy beliefs on crowd workers continuous participation from the perspective of online competition. 2) investigating the influence of historical bidding performance on crowd workers’ formation of their self-efficacy beliefs. 3) investigating the influence of contextual factors in the crowdsourcing community on the formation of their self-efficacy beliefs. 4) investigating the moderating influence of crowd workers’ self-efficacy beliefs on the relationship between perception of competition and their continuance participation. The novelties of this project are summarized as follows: we contextualized the concept of self-efficacy from the perspective of online competition; we elaborated the formation of solvers’ self-efficacy perception from the personal participation perspective and contextual factors; besides, we investigated the multifaceted role of competition in sustaining crowd workers’ continuance participation. The research findings will advance the extant understanding of crowd workers’ continuance participation, enrich the theoretical system of crowdsourcing research, and offer theory-based design principles and implementable strategies for the practitioners.

随着信息技术和电子商务市场的发展，众包成为一种新兴的商业模式。而如何维持接包者的持续参与成为众包平台面临的一个重要问题，也是管理领域的一个国际研究热点。本项目将采用问卷调研、访谈等实证研究方法，从众包平台的竞争视角切入研究接包者的持续参与行为。主要研究内容包括：1）研究竞争视角下接包者的自我效能评价的维度及其对持续参与的影响；2）研究接包者的历史竞标表现对其自我效能评价的影响。3）研究众包平台情境因素对接包者自我效能评价的影响。4）研究接包者自我效能在竞争对于其持续参与行为的影响中存在的调节作用。本项目的创新之处是从竞争视角在众包平台情境化了自我效能的概念，从个人经历和情境因素考虑了自我效能概念的形成，并进一步探索了竞争机制在众包情境中的影响的多面性。本项目的研究成果将深化现有的对于接包者持续参与行为决策的认识，丰富众包研究的理论体系，并对众包平台的设计和管理具有现实指导和借鉴作用。

众包模式在现代商业多领域得到了广泛应用，显示出其强劲生命力和巨大经济潜力。众包模式的成功应用和长期发展很大程度上依赖接包者的持续参与。因此，如何维持接包者的持续参与成为众包平台发展面临的一个重要问题，也是管理领域的一个国际研究热点。本项目采用问卷调研、访谈等实证研究方法，围绕接包者的自我效能感知展开。从研究内容看，本研究计划主要包括：（1）阐释众包情境下接包者自我效能维度；（2）揭示接包者自我效能形成的机制；（3）分析动机和自我效能对接包者持续参与的影响机制。本项目的创新之处是从竞争视角在众包平台情境化了自我效能的概念，从个人经历和情境因素考虑了自我效能概念的形成，并进一步探索了竞争机制在众包情境中的影响的多面性。在该项目支持下，负责人与合作者发表了一系列论文。本项目的研究成果将深化现有的对于接包者持续参与行为决策的认识，丰富众包研究的理论体系，并对众包平台的设计和管理具有现实指导和借鉴作用。