An Empirical Research On Users' Continuance Participation Behavior In Crowdsourcing Community

After the introduction of the Crowdsourcing conception, its new mode has attracted much attention of the industry at once.In China, lots of online communities which are based on crowdsourcing conception are appearing, of which are represented by'Zhubajie'and'Taskcn' communities.These crowdsourcing communities are attracting lots of user's attention and participation.Users'participation of crowdsourcing can be divided into two stages:initial adoption stage and continuance participation stage after initial adoption. The premise of the development of crowdsourcing community is huge numbers of users'initial adoption, which means the first stage is the point, this is also the reason why crowdsourcing communities as'Zhubajie'has developed so much since their foundation, however, the key of success is users'continuance participation, that's to say users'behavior in the second stage.The thesis firstly gives the definition of crowdsourcing, and then analysis related literature. After all these jobs, the paper constructs users'continuance participation behavior model in crowdsourcing community, provides several hypothesis and try to make clear of the relationship between extrinsic motivations and confirmation, confirmation and satisfaction, satisfaction and users'continuance participation intention, flow motivation and users' continuance participation intention, finally finds which are the key factors that contribute to the appearance of users'continuance participation intention.The paper collects data from the famous crowdsourcing community-'Zhubajie'by way of questionnaire,and employs SPSS to do description statistics,reliability test and validity test, then creates structural equation model to verify the research hypothesis.The result shows that extrinsic motivations such as perceived usefulness and external incentives impact upon users' satisfaction via expectation-confirmation, which in turn contributes to users'continuance participation intention;Enjoyment, self-affirmation and sense of virtual community could lead to flow motivation, and flow is one of the most important factors that can influence users' continuance participation in crowdsourcing community.