A Study On Participation Behavior In Crowdsourcing For Innovation And Its Influencing Mechanism

With the development of information and communication technology,especially the increasing popularity of Web 2.0 applications,it is much more convenient for enterprises to communicate with consumers.In recent years,the emergence of a large number of cooperation communities,online crowdsourcing intermediaries and other gathering platforms for consumers has urged many enterprises to utilise innovation potentials of consumers and other external groups through crowdsourcing.Such open innovation model is called crowdsourcing for innovation(CI),the performance of which for adopting enterprise depends on the effective and sustained participation behavior.Therefore,understanding the CI participation behavior has important practical significance and can provide the basis for the design of incentive mechanism and CI process management.Based on the perception,CI participation behavior is chosen as the research object,with basic elements,process and influncing mechanism are explored.Firstly,two conceptual models of analysis on CI participation behavior respectively for process and structure are constructed,from the perspective of value cocreation.Through the induction and evaluation of different viewpoints of value cocreation of the service-dominant logic,the service logic and the costomer-dominant logic,an integrated view of value co-creation is proposed.On this basis,the premises of theoretical study of CI participation behavior are refined,together with a conceptual model of process analysis is constructed.Based on referring the collective intelligence genome model and the value co-creation decomposition model,a structure analysis model of CI participation behavior is also constructed.Secondly,practice modes of CI participation behavior of Threadless and InnoCentive are analysed in two aspects including structure and process.Through analysis,it is found that Threadless and InnoCentive have different characteristics in sevesral aspects such as activity subjects,the resources used and the value obtained by different subjects,the way of resource integration and the pattern of cooperation and competition and so on.Finally,the influencing mechanism of CI participation behavior is discussed.Through the introduction of theories of TPB,ERG,social capital and value co-creation,10 research hypotheses are proposed and a comprehensive research model is constructed,which includes the perspectives of motivation,individual psychological characteristics and social relationship.Based on the test of distribution form and reliability of the data,a structure equation model is constructed using AMOS.The convergent validity is estimated by calculating the average variance extracted(AVE)and composite reliability(CR),the discriminant validity is estimated by comparing the AVE value of latent variables and their correlation coefficients with other latent variables and the modle fit is estimated by statasitical indexes given by AMOS.With the method of maximum likelihood for estimating parametersc,the results show that,expected external and internal benefit,expected relationship benefit and co-creation experience have significantly positive effect on attitude of participation in CI,social trust,co-creation experience,attitude have significantly positive effect on willingness to participate in CI,subjective norm does not significantly influenc attitude and willingness of participation in CI,and perceived behavioral control and co-creation experience do not significantly influenc willingness to participate in CI.