Research On The Value Co-creation Mechanism Of Multi-agent Participation In Crowdsourcing Innovation

With the integration and development of Internet and open-ended innovation,crowdsourcing innovation has emerged and become an important way for enterprises to cooperate with external forces to solve the problems of innovation.Crowdsourcing innovation not only provides solutions for enterprises(outsourcers)that have innovation needs,but also provides the chance to get economic revenue and channels to achieve self-growth for crowdsourcing platforms and service providers(contractors).Therefore,this paper argues that crowdsourcing innovation is a process of value creation by the three participants of the outsourcing party,the crowdsourcing platform and the Contractor through interaction and resource integration.That is to say,the essence of crowdsourcing innovation is value creation.At present,scholars have done a lot of research on crowdsourcing innovation from the perspective of theory and practice,but the relationship between crowdsourcing innovation and value co-creation is rarely involved.This paper will study the realization mechanism of multi-stakeholder participation in value creation under crowdsourcing innovation model,analyze the influencing factors,co-creation process and output results of value creation under crowdsourcing innovation model,and provide theoretical guidance and management enlightenment for Enterprise and crowdsourcing platforms.Firstly,on the basis of existing literatures and combined with the characteristics of crowdsourcing innovation,this paper analyzes the operation process of crowdsourcing innovation and compares crowdsourcing innovation with value co-creation,so as to propose that the essence of crowdsourcing innovation is value co-creation with multiple participants.Second,adopting the research method of grounded theory from four famous domestic crowdsourcing platform to obtain the original interview data,to get the interview materials are summarized and finishing,through open coding,axial coding and selective coding,build crowdsourcing innovation mode multiple subjects involved in the realization of the value creating mechanism theory model,to explore the influence factors of multiple perspectives of value creating(task properties,incentive mechanism,trust mechanism and platform support,participation motivation and diversity)and value creating process(resource integration,interaction and output results(innovation value,knowledge value,relationship value).Then,selection of ZhuBaJie platform and Task China for the study of the carrier,pick up package and the package of the platform(customer service)as investigation object,through questionnaire survey,telephone interview ways such as collect data,an empirical study,using SPSS22.0 and AMOS22.0 empirical test and analysis the research hypothesis and model,and to correct the model.Finally,according to the research results,the corresponding management enlightenment,and put forward the limitations and prospects of this paper.The above research has certain theoretical value and practical significance for improving the relevant theories of crowdsourcing innovation,enhancing the understanding and application of crowdsourcing innovation mode,and promoting the sustained and healthy development of crowdsourcing innovation platform.