Research On The Users' Continuous Usage In Crowdsourcing Communities

Crowdsourcing community is one of the rising social production modes on the Internet, user participation is the driving force of it. The initial adoption of the user is only the first step in the success of the network community, the continued use is the decisive factor. The research on the participation behavior of community users can not only promote the sustainable development of crowdsourcing model, but also improve the effect of open innovation. Therefore, it has important practical significance to study the users' continuous usage in crowdsourcing communities. The main purpose of the paper are:(1)to investigate extensively on the theory and model of user participation in online communities;(2)to explore the main factors which affect the sustainable use of crowdsourcing community users;(3)to construct the theoretical model ,and to put forward the causal relationship and the path between the leading factors;(4)to validate the theoretical model, and to explore the theoretical significance and practical implications of the empirical results.This article is based on information systemscontinuance (ECM—ISC)and commitment trust theory,we applied user survey?statistical analysis and structural equation modeling. Also,entertainment and habits that two users perception factors are used to construct the theoretical model. We collected and analyzed the data of the users from the ZhuBaJie community by SPSS and AMOS. The result shows that user satisfaction, commitment, and habits of behavior have a direct positive influence on the continuous usage, and the satisfaction has the most significant impact on it.The influence of other factors have interrelationship as well. The results also show that young users are an important part of the crowdsourcing community, and their perceived usefulness accounts for a large proportion of the contributors' satisfaction.Through the research of this paper, we can provide the following references for the sustainable development of the crowdsourcing community: First, crowdsourcing community should improve the interesting and practicability of crowdsourcing tasks or activities, and give the users more opportunities to challenge themselves and display themselves; Second, to ensure that the user's own interests,crowdsourcing community should strengthen the employer's integrity and credibility of the monitoring mechanism to reduce the individual false false contractors and the loss of the contractor talent and reputation; Third, the questionnaire can be used to understand the needs of users and their preferences.Users' experience and feeling matter a lot.