A Multiple Case Research On Synergy Incentive Mechanism Of Crowdsourcing Performance Improvement From The Perspective Of Intermediary Platform

With the intensification of market competition,all problems encountered by enterprises can not be solved by knowledge and experience within enterprises,so it is necessary to seek new innovative ways to adapt to the changing external environment.The rapid development of Internet technology has provided the development space for crowdsourcing,an open innovation mode.The advantage of crowdsourcing is that it breaks the geographical constraints and uses the Internet to bring the wisdom distributed around the world in the fastest and most effective way to solve problems together.It can not only create new business value,but also reduce the innovation cost of enterprises.Since the concept of crowdsourcing has emerged,there have been many well-known crowdsourcing platforms at home and abroad,such as InnoCentive,Freelancer,Zhu Bajie.com,Mission China,etc.,which are favored by many companies.Increasing companies or individuals are willing to choose the crowdsourcing model to solve the problem.Nevertheless,there are still some problems in crowdsourcing,such as the uneven level of program quality,the lack of intellectual property protection,the imbalance of task price and the lack of trust among participants.The crowdsourcing platform,as an intermediary for connecting the issuer and the contractor,needs to build incentives to solve the problems in crowdsourcing.Therefore,based on the existing problems of crowdsourcing,this study explores how to motivate the participants of crowdsourcing activities from the perspective of intermediaries,and construct a collaborative incentive mechanism to improve the overall performance of crowdsourcing.This study adopts the Structured-Pragmatic-Situational case research method,from the perspective of intermediary platform,through in-depth exploration of Threadless platform,EPWK.COM platform and Zhubajie.com platform,the synergy incentive factors and synergy incentive process adopted by each platform in each stage are analyzed in depth.Through comparative analysis and summary of multiple cases,the synergy incentive mechanism model for case enterprises is constructed by using process logic and stage modeling paradigm.Finally,the paper finds that the crowdsourcing process is divided into the identification requirements phase,the knowledge transformation phase and the application matching phase.Meanwhile through the strengthening and consolidation of explicit incentives and implicit incentives and the activation of activation incentives in each stage,the emerging incentives effect is achieved,and the platform exploration ability,platform transformation ability and platform application ability are formed respectively.Intermediary platform uses synergy incentives to improve crowdsourcing performance through absorptive capacity of platform,and provides certain theoretical and practical guidance for the management and construction of crowdsourcing platform.