Network Embeddedness And Incentive Behavior To The Influence Of Project Performance

With the popularity of the Internet and the rapid development of computer information technology, communication technology with the medium of computer information provides a new choice for communication which is limited by geography or time before. Especially with the advent of the era of Web2.0, the interaction between users is strengthening. Users start from the simple visitors to both visitors and makers by a simple "see" to "write" development, then the network of human era is beginning. Under such environment background, Mass production organization pattern arises at tthis historic moment, the main body of the mass production is volunteers who come from all over the world, they had never met, willing to join, regardless of the economic compensation, mutual contacting and exchanging with the network, mutual maintaining such a large organization mode of operation. Among them, the open source community is the most representative one in mass production organization mode.What factors motivate the open source community members in the circumstance of no hierarchy, no market mechanism, and the absence of traditional enterprise standard system, to create such a high quality products and complex public knowledge? The writing purpose of the article is to research on how the open source community network embedded dimension (structure dimension, relation dimension, and cognitive dimension) influences the performance of the open source community project through the motivation behavior using social network theory and method, then to demonstrate the operational mechanism of the open source community. On the basis of relevant research results from scholars at home and abroad, this paper builds the theoretical model taking the network embedded dimension (structure dimension, relation dimension, and cognitive dimension) as independent variables, and taking motivate behavior (demand motivation and reputation incentive) as the intermediate variable, in order to final inspect the project performance of the open source community.In this paper, the chapters are arranged as following:The first chapter is the introduction, which states the background、 theoretical and practical significance, the research methods and the main innovation points, etc.The second chapter is literature review,firstly,which introduces the current status of the open source community at home and abroad. Secondly, which mainly introduces the network operation mechanism of open source community, and reviews the domestic and foreign scholars how study the open source community by the method of social network. On the basis of the first two chapters, The third chapter is the research hypothesis of embedded in network (embedded in structure, relation, cognitive), organizational behavior (incentive), performance of project.On the basis of it, we construct the theoretical model, and design the operation nalization of the variable. The forth chapter is data collection and data processing, which analyses validity, reliability, regression analysis and the analysis of the overall network structure, etc. The fifth chapter is conclusion, according to the data analysis of fourth chapter, we make the discussion to conclusion, and put forward the management suggestion, at the same time, point out the study limitation and the further research direction.Conclusions of This article research are as follows:(1) Referring to the research aspect of the relationship between network embeddedness and incentive mechanism, network centrality and Betweenness have a positive correlation with incentive mechanism (Demand incentive and reputation incentive).In the aspect of relationship embeddedness, trust and relationship strength have a positive correlation with demand incentive; And commitment and relationship strength have a positive correlation with reputation incentive. In the aspect of cognitive embeddedness, community identity and reputation have a positive correlation with incentive mechanism.(2) Referring to the research aspect of the relationship between incentive mechanism and project performance, demand incentive and reputation incentive have a positive correlation with the project performance of the open source community. The research shows that effective incentive is essential to the development of the open source community.(3) Referring to the research aspect of the relationship between control variable and project performance, this paper’s correlation study result shows that there is a correlation between education and project performance, although it is not explicit. In this case, it proves that in the open source community, if the participants have more knowledge, the open source project will be more successful. However, it is not an absolute positive.Based on data analysis abroad, we conclude that:Referring to the research aspect of the relationship between network embeddedness and incentive mechanism。 the network centricity, the intermediary, the network size of the Structural dimensions affects the demand stimulus. Referring to the research aspect of the relationship between incentive mechanism and project performance, Demand incentive and reputation incentive influence on the open source community project performance. Referring to the research aspect of the relationship between control variable and project performance, Based on the test results, there is a positive correlation relationship between The degree of educatio、 age and project performance.Through the above conclusions, we put forward the following Suggestions: establish a variety of sharing knowledge and information exchange platform in the community, strengthen coordination and collaboration among the members of the community. The intermediary role of the encouragement cannot be neglected, the open source community encouraging new members to join or old members to participate continually is very important; on the other hand the proportion of participants with Higher education level of should be appropriately increased.Studying of the open source community at home and abroad is not only great significative to the domestic open source enterprise, at the same time also has important theoretical and practical significance to the entity enterprise, it is good for innovation paradigm shifting, accelerating the knowledge and technology innovation.