众包竞赛中接包方参与意愿的影响因素研究

Determinants of Solution Provider Engagement in Crowdsourcing Contests

摘要: 随着互联网技术的快速发展，众包模式作为企业开放式创新、解决复杂问题的重要工具，其成功依赖于接包方的积极参与。然而，现有研究多聚焦于发包方激励或单因素分析，缺乏对多主体协同激励机制的系统性探讨。本研究基于扎根理论，对猪八戒网、一品威客等平台及百度贴吧、知乎等社区的74份接包方文本资料进行质性分析，构建了包含外部条件、资源能力与内在动机的三维度参与意愿模型。研究发现：1) 外部条件(环境感知、平台优势、外部契机)通过间接路径影响参与意愿，需转化为资源能力和内在动机；2) 资源能力(竞争策略、团队协作、专业背景)通过价值动机和发展期望间接驱动参与意愿；3) 内在动机(价值动机、压力驱动、发展期望)直接影响参与意愿，其中价值动机(如社会认同、自我实现)与发展期望(如高收益、能力成长)是核心驱动力。研究结果揭示了接包方参与意愿的多维驱动机制，为企业优化众包激励策略、提升平台吸引力提供理论依据。

Abstract: With the rapid development of internet technology, crowdsourcing has become a crucial tool for enterprises’ open innovation and solving complex problems. Its success relies on the active participation of solution providers. However, existing research primarily focuses on client incentives or single-factor analysis, lacking systematic exploration of multi-agent collaborative incentive mechanisms. Based on Grounded Theory, this study conducted qualitative analysis on 74 textual data sources from solution providers on platforms such as Zhubajie and Epwk, as well as communities as Baidu Tieba and Zhihu. A three-dimensional participation intention model encompassing external conditions, resource capabilities, and intrinsic motivation was constructed. The result shows that: 1) External conditions (environmental perception, platform advantages, external opportunities) influence participation intention indirectly and must be transformed into resource capabilities and intrinsic motivation; 2) Resource capabilities (competitive strategy, team collaboration, professional background) indirectly drive participation intention through value motivation and development expectations; 3) Intrinsic motivation (value motivation, pressure-driven factors, development expectations) directly influences participation intention, with value motivation (e.g., social recognition, self-actualization) and development expectations (e.g., high returns, skill growth) being the core drivers. The results unveil the multi-dimensional driving mechanism of solution providers’ participation, providing a theoretical foundation for enterprises to optimize crowdsourcing incentive strategies and enhance platform attractiveness.