A Study On Influencing Factors Of Crowdworkers’ Willingness To Continue Participation In Crowdsourcing Platform

In recent years,the development of Internet information technology has set off a wave of sharing economy,greatly improving the utilization rate of social resources,which also makes crowdsourcing present a variety of new application modes.As a novel means of resource allocation,it has broad market development prospects.Through the integration of platform resources,crowdsourcing not only expands the knowledge utilization boundary of organizations and enterprises,but also provides value creation opportunities for a large number of idle labor force.Its innovative service mode has quickly attracted wide attention and discussion in the industry.Although many types of crowdsourcing platforms have emerged in our country,they are in the primary application stage of network crowdsourcing model of outsourcing simple problems and data processing acquisition.In addition,due to insufficient attention paid to the maintenance of the rights and interests of the crowdsourcing platform,crowdworkers’ participation enthusiasm and sustainability are not high and then quit the platform.However,the key factor for the successful development of the crowdsourcing platform is not only to attract the participation of new users,but also to retain and activate existing users.Therefore,it is of great significance to effectively enhance user stickiness and promote the continuous participation of the receiver to realize the value co-creation between users and the platform.At present,the literatures in the field of crowdsourcing mainly analyze the factors affecting the participation behavior of the receiver from three perspectives: the characteristics of the task of crowdsourcing,the factors related to the crowdworkers and the situational factors of the crowdsourcing platform.However,the researches on the factors of the platform situational factors are still in the exploratory stage and most of them focus on a single perspective,without sufficient empirical analysis based on theories.As a carrier to realize value co-creation,the mechanism governance of crowdsourcing innovation mode is very important to its development,but the existing studies have ignored the important boundary condition of platform technology factor.Therefore,this study mainly starts from the perspective of motivational behavior,based on the expectancy-value theory and the proximal-distal framework,and introduces the psychological factor of expectation(self-efficacy).A model was constructed to explore the mechanism of the impact of factors such as the effectiveness of the perceptual platform system mechanism(feedback mechanism,supervision mechanism,intellectual property protection mechanism)and the effectiveness of the perceptual platform tool support(task information understanding,scheme creative expression)on the willingness of the contractor to continue to participate.At the same time,the moderating effect of perceived task value factors(achievement value,intrinsic value and utility value)in this mechanism is discussed.This study is mainly based on the domestic crowdsourcing platform to conduct research,collect sample data through questionnaire survey,and use Smart-PLS3.9partial least square method to conduct relevant empirical analysis of structural equation model.The model test results show that:(1)the effectiveness of the perceptual platform system mechanism and the effectiveness of the perceptual platform tool support have positive effects on the self-efficacy and the crowdworkers’ intention to continue to participate;(2)Self-efficacy positively affected the crowdworkers’ willingness to continue to participate and played a mediating role in the effectiveness of the perceptual platform system mechanism and the effectiveness of the perceptual platform tool support on the receiver’s willingness to continue to participate.(3)The relationship between self-efficacy and crowdworkers’ willingness to continue participation was positively moderated by achievement value and utility value.Therefore,this study combined with relevant conclusions to provide guidance for strengthening the support of the external service environment of the platform,and at the same time to emphasize the improvement of the recipient’s psychological needs and perceived value to further promote the sustainable development of the crowdsourcing platform to provide corresponding suggestions.