Research On The Public’s Participation Motivation In Crowdsourcing Mode By Enterprise’s Open Innovation

With the popularity of Internet and the development of technology, the era of Web2.0 has arrived. People like network interaction and online quiz increasingly, thus, crowdsourcing community emerges now. As a new business mode, crowdsourcing becomes an important channel for enterprises’ open innovation. Enterprises can use the online platform such as crowdsourcing community to interact with the public. Enterprises post their non-core tasks on crowdsourcing community, finding solutions with rewards. Then, the public attracted give appropriate by their knowledge, skills and wisdom. Enterprises evaluate the solutions they received, select the optimal plan, and pay remuneration to the optimal solution providers. Enterprises can not only solve their problems, but also saves internal resources by crowdsourcing mode. There is no doubt that all the tasks receiver and solvers- the public’s participation is crucial in crowdsourcing mode.In order to find out how to increase the public’s enthusiasm of participation in community crowdsourcing, the public’s participation motivation model in crowdsourcing Community were constructed and analyzed by SPSS and Amos, then it concluded: external factors expect the relationship between company image and perceived usefulness, the relationship between perceived usefulness and satisfaction, internal factors expect the relationship between entertainment and immersion, together affected the participation motivation. Finally, three recommendations were made. Firstly, company should develop reasonable incentives to attract the public to participate effectively. Secondly, crowdsourcing platform should enhance community safety, system performance, informative and share of knowledge and information. Thirdly, company and crowdsourcing platform should strengthen cooperation.