The Effect Of Crowdsourcing Task Design And Incentive Mechanism On The Behavior Of Participants

Crowdsourcing is an outward-oriented open innovation,which is a way for a company or an organization to obtain resources from the outside.Crowdsourcing platform is a typical bilateral market that task design and platform's incentive mechanism have an impact on the crowdsourcing effect.In practice,crowdsourcing has important social significance,because it essentially solves the problem of re-matching of social resources.However,there exist great differences in participation enthusiasm among tasks and crowdsourcing platform mechanism are imperfect.Academically,the study on the behavior of crowdsourced participants mainly starts from the unilateral perspectives of participants' own motivation,benefits and costs,etc.The field of empirical research based on the perspectives of crowdsourced task publishers and crowdsourced platforms needs to be supplemented urgently.This paper investigates the effects of task design attributes and platform incentives on the behavior of participants.The data of the impact of task structure design on engagement was derived from Zhubajie platform,and OLS regression analysis was carried out with SPSS software.The data of the influence of task unstructured attribute and platform incentive on participation intention was obtained from the questionnaire survey,and PLS-SEM analysis was carried out with Smart Pls software.The main conclusions of the impact of task design on engagement are as follows: firstly,for tasks with different levels of technical barriers,the budget amount has a positive impact on the number of participants.Secondly,for tasks with no barriers and general technical barriers,the duration has a positive effect on the number of participants,while for tasks with professional barriers,it has a negative effect.In addition,the length of title has a positive effect on the number of participants in the general technical barrier task.The detailed description of requirements in professional technical barrier task has a positive effect on the number of participants.Finally,the dependent variable of winning bidder's grade is negatively affected by task openness and positively affected by length in general technical barrier task,while it is negatively affected by detailed description of requirements in professional technical barrier task.The main conclusions of the influence of task unstructured attribute and platform incentive on participation intention: firstly,the uncertainty and complexity of crowdsourcing tasks have significant negative effects on task participation intention.Secondly,real-time incentives can alleviate the negative impact of the complexity of crowdsourcing tasks on the participation intention.The meaning of real-time incentives is that the crowdsourcing platform provides the participants with flexible time and professional information.In addition,employment potential help incentive can mitigate the negative impact of the complexity of crowdsourcing tasks on the participation intention,in which the employment potential help incentive means that the crowdsourcing platform gives the crowdsourcing participants the certification to prove their skill level,or provides the incentive to establish contact with potential employers.This study expands the research perspective of crowdsourcing participation behavior,divides the task design into structural elements and non-structural attributes,and discusses their influence on the participation behavior.In addition,it extends the crowdsourcing platform mechanism to the immediate incentive and the delay incentive.The research results have certain guiding significance to the practice of task design for the task publisher and mechanism design for the crowdsourcing platform.