众包社区用户持续参与行为实证研究仲秋雁

32120113大连理工大学学报(社会科学版)JournalofDalianUniversityofTechnology(SocialSciences)Vol.32,No.1Mar.2011仲秋雁,王彦杰,裘江南(,116024):用户对众包社区的参与行为可以分为初始的采纳阶段与采纳后的持续参与阶段众包社区成功的关键在于用户的持续参与行为,即第二个阶段的行为文章对用户第二个阶段的行为进行了实证研究,认为众包社区用户的持续参与意向主要受到用户满意度以及沉浸等因素的影响,而感知有用性对满意度有正向的影响,享受乐趣虚拟社区感自我肯定等因素会促使沉浸的形成:;;:C931.6:A:1008-407X(2011)01-0001-06EmpiricalResearchonUsersContinuanceParticipationBehaviorinCrowdsourcingCommunityZHONGQiu-yan,WANGYan-jie,QIUJiang-nan(SchoolofManagementScienceandEngineering,DalianUniversityofTechnology,Dalian116024,China)Abstract:Participationbehaviorcanbedividedintotwostages:acceptancestageandpost-acceptancestage,andthekeyofsuccessofcrowdsourcingliesinthesecondstage.Onthebasisoftheempiricalstudyonusersbe-havioratthesecondstage,itisbelievedthatuserscontinuanceparticipationintentionislargelyinfluencedbythefactorsassatisfactionandimmersion,andtheperceivedusefulnesshaspositiveimpactonsatisfaction,whilethefactorsofenjoyment,virtualcommunitysense,andself-affirmationcanleadtoimmersion.Keywords:crowdsourcing;community;continuanceparticipation:2010-08-19;:2010-12-20:(1963-),,,,,;(1986-),,,,;(1968-),,,,2006,()[1],,,,,,BrabhamIstockphotoThreadless,Istockphoto,,[2]ThreadlessDipalantino,,,,[3]20057,,,[4],,,,,Oliver(ECT)[5]ECTBhattacherjee2001(Post-AcceptanceModelofISContinuance,PAM-ISC)(1)[6],,1,,,[5][6],,,,,,1.(1)PAM-ISC,,,,Teo[7]Brabham[2],,[8],,Csikszentmihalyi,,,[9],,[10]ChoiKim,,,[11](2)PAM-ISC,,PAM-ISC,,,,Bhattacherjee,,,,2大连理工大学学报(社会科学版)32,,PAM-ISC,ChenKim,[12]Teo[7],,,,,222.,,,PAM-ISC,:H1:,;H2:,;H3:,;H4:,,,,,,,,,,:H5a:,;H5b:,,,,:H6a:;H6b:;H6c:;H6d:;H7:31仲秋雁,王彦杰,裘江南:众包社区用户持续参与行为实证研究1.5,,,,Brabham[2]Bhattacherje[6],[13],KohKim[11],Novak[14]5,,,11(1)(2)(3),(1)/(2)/(3)/(4)/(1)(2)(3)(1)(2)(3)(1)(2)(3)(4)(1)(2)(3)(1)(2),(3),(4),(1)(2)(3)(1)(2)(3)(4)(1),(2)(3)2.,,,,;,,,,,,2,184,40,142,77.17%,63.4%15~25,31.3%26~35,9030004大连理工大学学报(社会科学版)3289.3%25,,,38.4%10,1.LikertCronbach0.7[15],(CR)0.8;Cronbach0.68,Cron-bach0.7,Cronbach0.902,CR0.8,,(Aver-ageVarianceExtracted,AVE),AVE0.5AVE0.5(2),2AVECR0.8290.5780.8440.7180.5790.8030.7100.5830.8060.7230.6250.8320.7000.5780.8030.7490.5880.8100.7250.5170.8050.7160.5770.8100.7440.5200.8110.6820.5880.8102.Amos17.0,(Max-imumlikelihood),3,2/df=1.845,RMSEA=0.073,GFI=0.893,NFI=0.934,CFI=0.939,RFI=0.983.GFI0.9,,:a,0.053:(1),30%,38%,(2),H1H3H4H5bH6aH6cH6dH70.45,(H2)(3)H2H5aH6b(H2)(H5a)51仲秋雁,王彦杰,裘江南:众包社区用户持续参与行为实证研究,,,,H6b,:,,,,,,,,,,,:(1),,,(2),,,,,,:[1]HOWEJ.Theriseofcrowdsourcing[J].Wired,2006,14(6):176-183.[2]BRABHAMDC.MovingthecrowdatIstockphoto:thecompositionofthecrowdandmotivationsforparticipationinacrowdsourcingapplication[J].FirstMonday,2008,13(6):2.[3]DIPALANTINOD,VOJNOVICM.Crowdsourcingandal-lpayauctions[EB/OL].[4]LIUF,ZHANGLL,GUJF.Theapplicationofknow-ledgemanagementintheinternet-witkeymodeinChina[J].Internationaljournalofknowledgeandsystemssc-iences,2007,4(4):32-41.[5]OLIVERRL.Acognitivemodelfortheantecedentsandconsequencesofsatisfaction[J].JournalofMarketingre-search,1980,(17):460-469.[6]BHATTACHERJEEA.Understandinginformationsys-temscontinuance:anexpectation-confirmationmodel[J].MISQuarterly,2001,25(3):351-370.[7]TEOSH,LIMKG,LAIYC.Intrinsicandextrinsicmot-ivationinInternetusage[J].Theinternationaljournalofmanagementscience,1999,(27):25-37.[8].:MUD[D].:,1996.[9]CSIKSZENTMIHALYIM.BeyondBoredomandAnxiety[M].Sanfrancisco:Jossey-BassPublishers(SanFrancis-co),1975.215-224.[10].[J].,2002,(7):183-214.[11]CHOID,KIMJ.Whypeoplecontinuetoplayonlinegames:insearchofcriticaldesignfactorstoincreasecustomerloyaltytoonlinecontents[J].CyberPsychology&Behaviour,2004,7(1):11-24.[12]CHENY,KIMYM.Knowledgemarketdesign:afieldexperimentatgoogleanswers[J].JournalofPublicEco-nomicsTheory,2010,12(4):641-664.[13].[D].:,2002.[14]NOVAKTP,HOFFMANDL,YUNGYF.Measuringthecustomerexperienceinvideoenvironments:astructur-almodelingapproach[J].MarketingScience,2000,19(1):22-42.[15],,.[J].(),2009,(2):66-71.6大连理工大学学报(社会科学版)32