Research On The Influence Mechanism Of The Solvers' Participation Behavior Based On Social Cognitive Theory

The development of Internet technology has brought a lot of opportunities and challenges for the development of enterprises.Internet-based crowdsourcing model is not only a new open innovation model,but also a problem-solving model.Taking advantage of crowdsourcing model can help the government and enterprises save costs and brainstorm solutions to problems.The active participation of the solvers is the key point of the crowdsourcing model to play its advantages,which directly affects the management of the platform and the application of crowdsourcing model.Therefore,this article focuses on the following issues:what factors affect the behavior of the solvers in the crowdsourcing and how these factors interact with each other.Based on the result,this paper proposed how to encourage solvers to participate actively in crowdsourcing,and how to enhance the effectiveness of crowdsourcing activities.There are many factors that influence solvers' participation in crowdsourcing.Though a lot of research has been made from different perspectives,still quite few researches study the influence factors from the perspective of social cognitive theory.Therefore,this paper has not only a certain guiding significance for practice,but also a certain theoretical value to the development and application of social cognitive theory.Based on the analysis of the literature on crowdsourcing research,this paper proposed a social cognitive theory(SCT)-based model that includes crowdsourcing self-efficacy and outcome expectations as two variables for the personal cognitive factor,and trust and interaction as two variables for the environmental factor.According to the social cognition theory and the existing researches,environmental factors will influence the personal cognitive factors of the solvers,and environmental factors and personal cognitive factors both will influence the solvers' participation behavior in the crowdsourcing.To collect the experimental data for this paper,questionnaires are distributed to the users of the online platform.Then the structural equation model is used to verify the data in the following steps:firstly,normal distribution test and common method bias test are carried out;secondly,reliability and validity are tested;finally,the hypotheses,the paths between the items,and the latent construct are examined with the structure model.The results reveal that environmental influences including trust and interaction have a significant positive effect on participation behavior;trust have a significant positive effect on personal cognition factors including self-efficacy and outcome expectations;interaction have a significant positive effect on self-efficacy;the relationship between personal cognition factors and participation behavior need to be further tested.Based on the search results,this paper proposes several pieces of management advice to help the government and enterprises take advantage of crowdsourcing.