Study Of Factors Affecting The Participation In Crowdsourcing

With the development of web2.0 technology, the network information release has gradually changed from static information to content aggregation, interactive mode is also transformed from consumer use to community participation, and the emergence of crowdsourcing makes web2.0 into work2.0 era. The companies that grew up in the wave of web2.0, from the beginning, designed the strategy into the idea of making full use of network resources. Furthermore, now more and more traditional business have begun to be attracted by the group power of the network.At present, seekers on our crowdsourcing website is basically SMEs and individual users, lacking of domestic mainstream enterprise participation. Only attracted the participation of the public, will it be possible to further stimulate its role in the collective intelligence, and implementing crowdsourcing be possible to achieve the desired effect. Therefore, the purpose of this study has the following two points:1.What are the factors that influence the behavior of crowdsourcing participant; 2.Differences in the factors that influence the behavior under different forms of crowdsourcing.Based on the motivation theory, the five factors work characteristics theory and the theory of expectancy theory, the trust as a mediating variable, the paper structures a model of influencing factors and behavior of Participation in zhubajie.com and Baidu Encyclopedia, explores the relationship between task attribute, social motive, promote conditions and public participation behavior in the sharing type form of crowdsourcing, such as Baidu Encyclopedia, and the form of task-oriented crowdsourcing, such as zhubajie.com. Then, introduce trust as intermediary variable to verify intermediary role of trust between influence factors and behavior and finally discussed the commonalities and differences of the two.In order to combine with Chinese crowdsourcing model, and explore the issue of crowdsourcing localization, this paper take zhubajie.com and Baidu Encyclopedia as the research object, conduct a questionnaire survey towards the participants of zhubajie.com and Baidu Encyclopedia, via random survey. The methods of internal consistency and factor analysis are adopted to testing the reliability and validity of measuring scales. Correlation analysis and Regression analysis are utilized to test the hypothesis supposed in this paper.The results showed that task attribute, and promote conditions ofzhubajie.com and Baidu Encyclopedia for participation behavior have a positive influence. While in social motivational aspects, intrinsic motivation of zhubajie.com has a positive effect on participation behavior and extrinsic motivation of Baidu Encyclopedia has a positive effect on participation behavior. Results also found that trust has a partial mediator between task attribute and promote conditions of zhubajie.com and Baidu Encyclopedia and participation behavior. Also, trust has a partial mediator between intrinsic motivation of zhubajie.com and participation behavior, and between extrinsic motivation of Baidu Encyclopedia and participation behavior. Therefore, this study concluded that:1.Task properties have a significant impact on the trust perception of crowdsourcing participants, the consistency, importance and feedback of the task have an impact on participants' trust perception in both crowdsourcing models, and skill variety has certain effect in type Shared the crowdsourcing model.2.Social motivation has a significant impact on the trust perception of crowdsourcing participants, but the impact on crowdsourcing participation behavior affect the results differ in different types of crowdsourcing.3.Promote conditions have a significant impact on the trust perception of crowdsourcing participants, but it is worth noting that for task-based crowdsourcing, its contributing factor to affect the results of the trust is not big. That is to say, the support and help from the crowdsourcing platform, the seekers and other crowdsourcing participants and friends, have a smaller impact on the trust construction.According to this article conclusion found, the macro control and stressed for crowdsourcing website's mechanism and system in the runtime, can affect the users' behavior motivation of crowdsourcing, so crowdsourcing website should establish priorities and characteristics in the runtime, to guide the users more active participation. In addition, crowdsourcing platform should attach importance to the establishment and perfection of the trust mechanism, strengthen the management of intellectual property, better safeguard the interests of crowdsourcing users.Through this study, it could to be able to have a more comprehensive understanding about participation behavior factors in different forms of crowdsourcing, and provide some practical implications for the development of Chinese crowdsourcing model.