Research On Knowledge Flow In Crowdsourcing Under The Perspective Of Social Network

Crowdsourcing is defined as a company or organization outsource the tasks,traditionally performed by an employee, to the none–specific crowd in the form offree and voluntary. On one hand, crowdsourcing solves the difficulty of lack ofknowledge in the firm, on the other hand, it encourages the crowd participating inthe innovation process.Based on qualitative research method, the thesis construct a theoretical modelof knowledge flow in crowdsourcing between three main participants: crowd,enterprise, crowdsourcing platform from the perspective of social network,explaining the direction and process of knowledge flow in crowdsourcing.First of all, from the crowd point of view, the paper explain the crowdbehavior of creating and disseminating knowledge with the Network StructureFormation and Two-step Communication Theory. The crowd create knowledge in thecommunication, and it is an open network structure formation. The lead user is in theforefront of trend, first to adopt products or service, then they spread the informationof products or service to the followers who have the same requirements. Secondly,the dissertation points out that crowdsourcing platform is the bridge between thecrowd and enterprise, transforming knowledge between the two by virtue of itspossession advantage of structural holes. Crowdsourcing platform is divided intointernal and external platform. Depending on the platform used in crowdsourcing, itis divided into different modes: Experience crowdsourcing and Solvingcrowdsourcing. Then the paper illustrate the characters of the two modes with cases.Next, the paper analysis the reason of enterprise crowdsourcing, acquiringknowledge from the outside in order to meet its knowledge needs. The thesis use theStrength of Weak Tie Theory explain the reason for acquiring knowledge fromoutside. Embeddedness Theory introduct why enterprise acquire knowledge fromoutside that the enterprise is embedded in a social network. The enterprise acquireknowledge from outside mainly through external social capital includes theenterprise’s and its members’ social; capital. Meanwhile, the dissertation use Social Capital Theory to explain in which way the firm access to knowledge from outside.If enterprise want to apply crowdsourcing successfully, acquire knowledge fromoutside is just the first step, but absorb knowledge based on existing knowledge ismore important. Therefore, based on the Centrality Theory, the thesis analysis theknowledge flow inner enterprise, and propose Knowledge Broker-Agent Model.Finally, the dissertation put forward strategy to promote knowledge flow incrowdsourcing.The major innovation of the paper are: firstly, the thesis constructing atheoretical model of knowledge flow in crowdsourcing from the perspective of socialnetwork based on qualitative research method. Also, the paper use related SocialNetwork Thoery to analysis knowledge flow between parties: the crowd,crowdsourcing platform and enterprise. Secondly, the dissertation divide thecrowdsoucring into hands-on crowdsourcing and solving crowdsourcing, andanalysis their respective characteristics. Thirdly, the thesis propose knowledgebroker-agent model in the enterprise. Fourthly, based in the Two-side Market Theory,the paper put forward tactics in promoting knowledge flow in solvingcrowdsourcing.