The Cases Study On Synergy Incentive Mechanism Of Knowledge Contribution Behavior Of Participants In Crowdsourcing Platform From The Perspective Of Co-evolution

As a practical form of open innovation,the crowd-sourcing innovation model not only provides a new technical path for enterprises to solve problems,but also brings the online public into value creation activities,increases social cooperation and employment,and further deepens the development of "mass entrepreneurship and mass innovation".Existing literature shows that the knowledge contribution behavior of the recipient is a kind of social exchange behavior,and the recipient will not carry out effective value output when there is no effective incentive and motivation to feedback the incentive.Therefore,how to build a collaborative incentive mechanism and promote the continuous knowledge contribution of the recipient has always been an important challenge for the crowdsourcing platform.From the perspective of synergy incentive,based on social cognitive theory and self-determination theory,this study focuses on the synergy incentive mechanism of knowledge contribution behavior of subcontractors in crowdsourcing platform,which mainly includes two aspects:one is to follow the research logic of "antecedentprocess-result" from three aspects of driving incentives,operation process and effect,This paper makes an exploratory analysis of the collaborative incentive mechanism of the knowledge contribution behavior of the receiving party in each stage of the development of Zbj and HOPE crowdsourcing platform.Secondly,from the perspective of coevolution,this paper explores the coevolution mechanism between crowdsourcing platform and subcontractors,and further explores the adaptive changes of synergy incentive mechanism.Based on the case study,it is found that:first,the synergy incentive mechanism of the knowledge contribution behavior of the participants of the case enterprise presents the characteristics of stage evolution.Although there are slight differences in the construction of collaborative incentive mechanism,they have experienced the evolution process from "Dominant incentive-Recessive incentive-Active incentive".Secondly,the three incentive order parameters,explicit,implicit and active,have heterogeneity of incentive path and asymmetry of incentive effect.The synergy effect between incentive order parameters is not only the complementary effect between different incentive elements,but also the final incentive effect through the cooperation and linkage between different incentive paths.Third,there is a two-way enabling relationship between crowdsourcing platform and the receiving party,which is mutual incentive in the process of their co-evolution,and there are two modes of integration driven and resource driven.Based on the perspective of co-evolution,this study explores the synergy incentive mechanism of the knowledge contribution behavior of the subcontractor in crowdsourcing platform,reveals the path of synergy between the incentive order parameters,further enriches and expands the related research on synergy incentive mechanism and knowledge contribution behavior,and has enlightenment and guiding significance for the dynamic maintenance and sustainable development of incentive measures of crowdsourcing platform.