An Empirical Study On The Continuous Participation Intention Of The Crowdsourcing Participants In Contest Platform

Recently,with the rise of chinese networking,the Internet economy has been booming,and various Internet platforms have mushroomed.However,they have disappeared as a flash in the pan.The reason is that they only attracted participants but fail to sustain them.The initial participation did not maintain the continuous use of the recipient.Compared to the crowdsourcing competition platform in foreign countries,China's crowdsourcing competition platform basically belongs to the initial application of the network crowdsourcing model in the areas of information processing and outsourcing of simple innovation issues.They did not attach importance degree of continue participation of the participants,and it was very harmful for both side.In addition to the special circumstances in China,the psychology of the recipients is also different.So the use of China's crowdsourcing competition model requires the guidance of the theoretical system,attracting and retaining more contractors to continue to participate in the crowdsourcing competition.By analyzing the uniqueness of the crowdsourcing competition platform and participants,this paper regards the crowds as an "informal employee" of the platform.Based on the related theories of motivation theory,theory of motivation,theory of self-efficacy and theory of perceived fairness,this dissertation explores the influence of public participation.The factors influencing the willingness of participants to continue participating in the crowdsourcing competition platform and the model of continuing willingness to participate in the crowdsourcing competition platform.Through interviews and questionnaire surveys in different crowdsourcing competition platform,we finally obtained needed data for research(351 valid questionnaires).The SPSS20.0 and Amos21.0 statistical software was used for correlation and regression analysis,confirmatory factor analysis(CFA),structural equation model(SEM)and other methods of measurement and statistics to verify the theoretical model and research hypothesis.Based on the context of Chinese enterprises and participants,the conclusions drawn by this paper mainly include three aspects:(1)As Chinese old saying that we are not afraid of lose but uneven,so perceived fairness is the most significant for the continuous participation intention on the crowdsourcing competition platform.(2)The internal satisfaction of the recipients on the crowdsourcing competition platform can significantly affect their willingness to continue participation,but the external remuneration has no significant effect on the willingness of the recipient of the crowdsourcing competition platform to continue to participate.It's line with the improvement of living standards in China.(3)We had been told to be humility since ancient time,and the sense of self-efficacy cannot directly affect the willingness to participate continuously,but it has an effect through continuous participation in the complete mediation of motivation.Finally,based on the promised trust model,the achievement incentive model and the competency model,the corresponding management suggestions are proposed to provide reference for the sustainable development of the crowdsourcing competition platform.