基于忠诚度的众包模式下用户参与意愿影响因素分析.pdfVIP

第 13 卷第 7 期 Vo l. 13 No.7 管理学报 2016 年 7 月 Chinese Journal of Management July. 2016 DOI 编码: 10. 3969/j. issn. 1672-884x. 2016.07.011 基于忠诚度的众包模式下用户 参与意愿影晌因素分析 卢新元龙德志陈勇 (华中师范大学信息管理学院) 摘要:针对众包模式下用户忠诚度的缺乏的问题，探索激励用户持续参与的有效措施。 基于场地理论和 Dß.M 模型，构建了众包模式下用户忠诚度影响因素模型，并运用 SEM 模型 进行深入分析。结果表明，众包网站环境与用户开放价值取向的匹配度正向影响用户对众包 网站的参与意愿，而用户的参与意愿则正向影响其对众包网站的忠诚度。 关键词:众包;忠诚度;影响因素;参与意愿 中图法分类号: C93 文献标志码:A 文章编号: 1672-884X( 2016 )07-1038-07 The Analysis and Empirical Research of Influencing Faclors on Users Loyalty in the Model of Crowdsourcing LU Xinyuan LONG Dezhi CHEN Yong (Central China Normal University , Wuhan , China) Abslracl: The Lack of users loyalty in the website of crowdsourcing has become an obstacle to the development of the industry of crowdsourcing , and thus the urgent task is to take eHective meas ures to build users loyalty to web sites. From the perspective of customer loyalty , this study comes up with a model based on the field theory and the model of DM. After using the SEM model to ana lyze valid survey data , the result shows that the matching degree of the environment on websites of crowdsourcing and users value orientation of openness have a positive influence on their sense of be- longing to websites of crowdsourcing , and the sense of belonging has a positive influence on users loyalty. Key words: crowdsourcing; loyalty; influencing factors; the willingness of participation 用户参与意愿的研究可以看成是众包发展动因 众包是指把原来由内部员工或外部承包商