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论文编号：	3245
作者编号：	1120080706
上传时间：	2011/6/6 8:29:26
中文题目：	中国企业应用众包竞赛的机理研究
英文题目：	Research on the Application of Crowdsourcing Contest in Chinese Companies
指导老师：	侯文华
中文关键字：	众包竞赛；任务设计；解答者动机；发布者与解答者沟通；最优解答方案质量
英文关键字：	Crowdsourcing contest; Task design; Solvers’ motivation; Communication between sponsor and solvers; Quality of optimal solution
中文摘要：	越来越多的企业通过开放式创新从企业外部获取创意和知识，互联网为企业开放式创新提供了新的机会与平台，基于互联网的众包竞赛模式已经成为辅助企业开放创新的有效模式。该模式的参与者有企业和解答者，基本流程如下：首先，企业（发布者）在众包竞赛平台发布竞赛任务向外部的解答者寻求解答方案；然后，企业外部的解答者参与众包竞赛，并提交解答方案；最后，企业选择最优方案，并支付奖金。 作为新的开放式创新模式，众包竞赛受到业界人士和学者越来越多的关注。国外著名的众包竞赛平台是InnoCentive。在我国，众包竞赛称为威客模式，截至2010年11月，我国有超过100家威客网站。虽然我国众包竞赛有了很大发展，但仍存在很多问题，例如，很多发布者不能在众包竞赛期间得到理想的解答方案，而且在应用众包竞赛的过程中与解答者沟通不足。 本文基于我国众包竞赛存在的问题，分析我国企业应用众包竞赛的机理，具体研究三个问题。第一，从发布者视角分析企业应用众包竞赛过程有哪些关键要素；第二，从解答者的参与动机视角分析如何设计众包竞赛任务；第三，结合发布者和解答者分析二者的沟通对最优解答方案质量的影响。 本文的主要研究内容和创新点体现在以下三个方面： 第一，系统地分析了中国企业应用众包竞赛过程的关键要素。应用扎根理论研究三个子问题：我国企业为什么采用众包竞赛，开展众包竞赛过程中有哪些技巧，众包竞赛为我国企业带来哪些好处。研究发现竞赛任务的特征、众包竞赛的优势以及发布者对众包竞赛的信任影响企业是否采纳众包竞赛；价格合理、任务需求明确、与解答者及时沟通是应用众包竞赛的技巧；企业不仅可以得到满意的解答方案，而且可以通过众包竞赛识别优秀的解答者作为后续的合作伙伴。 第二，实证研究了任务设计对解答者参与动机的影响。本文基于工作设计理论和动机理论构建研究模型，应用问卷调研方法，面向解答者和众包竞赛平台开展两轮数据收集，结合结构方程模型和逻辑回归分析检验理论模型。研究发现对提高解答者参与意愿，内在动机比外在动机更加重要。此外，竞赛任务的特征会影响解答者的内在动机。比如，竞赛任务的自主性、多样性、隐性、可分析性会显著影响解答者的内在动机。 第三，实证研究了发布者和解答者沟通的价值。任务奖金是任务设计的重要因素，受到很多学者的关注，而发布者与解答者的沟通很少得到重视。本文基于扎根理论研究的结果和用户虚拟社区方面的研究构建研究模型，应用问卷调研及结构方程模型首次验证了发布者和解答者沟通的价值：相对任务奖金，发布者与解答者的沟通更能提高解答方案的多样性，而解答方案的多样性又显著地影响最优解答方案的质量。 企业和众包竞赛平台都可以应用本文的研究结论指导实践。一方面，本文的结论可以指导企业设计和开展众包竞赛，从而提高其获得满意解答方案的概率。另一方面，本文结论可以指导众包竞赛平台更有针对性地开展营销活动，更好地提高服务质量。
英文摘要：	More and more companies are trying out open innovation to acquire innovative ideas and knowledge from external solvers. Internet is a power booster for open innovation, and many new open innovation models emerge in the cyber world. For example, Internet-based crowdsourcing contest has become an effective open innovation model. There are two kinds of actors in this model, the company who sponsors the contest and the solvers who provide solutions to the contest problem. A crowdsourcing contest is conducted as following steps. At first, the sponsor publishes the description or requirements of the contest problem on the crowdsourcing contest platform. Then, the solvers submit solutions to compete for the award. At last, the sponsor evaluates the solutions and chooses the optimal one as the winner who will get the award. As a new open innovation model, crowdsourcing contest is gaining more and more attention from the researchers and practitioners. Innocentive is one of the most famous oversea crowdsourcing contest platforms. In China, crowdsourcing contest is named as witkey, and more than one hundred witkey platforms have emerged in this field until Nov. 2010. Although crowdsourcing contest model develops well in China, there are lots of challenges. For example, many sponsors can not get ideal solutions during the contest period, which is a big problem in China. In addition, the insufficiency of communication between sponsor and solvers is also an issue which needs further concerns. To investigate and solve the problems of crowdsourcing contest in China, this dissertation studies three questions. First, what are the critical factors in conducting crowdsourcing contest from sponsor’s view? Second, how does the contest problem design influence solvers’ participation motivations? Third, how does the communication between sponsor and solvers affect the quality of optimal solution? Overall, this dissertation makes three contributions as follows. First, this dissertation systemically analyzes the critical factors of the crowdsourcing contest process in China. Based on a grounded theory study, three specific subproblems are investigated: the reasons why companies in China adopt crowdsourcing contest to solve their business problems, the skills of conducting crowdsourcing contest in China, and the benefits of crowdsourcing contest for companies. The results indicate that contest characteristics, crowdsourcing contest advantages, and the trust for this model are the reasons for companies solving business problems on crowdsourcing contest platform. The results show that to get ideal solution the sponsor should provide a competitive award, describe the contest problem clearly, and communicate with solvers extensively. In addition to get ideal solutions, the sponsor can get talented solvers as a cooperation partner in future. Second, this dissertation empirically studies the influence of contest design on solvers’ participation motivations. Based on job design theory and motivation theory, a research model is developed. Then, a survey study is conducted with two rounds of data collection from solvers and crowdsourcing contest platform. The research hypotheses are tested with SEM and logistic analysis. From the results, we find that compared to extrinsic motivation, intrinsic motivation is more effective to increase solvers’ participation intention. In addition, contest design can affect solvers’ intrinsic motivation. For example, contest characteristics autonomy, variety, tacitness, and analyzability have significant influence on solvers’ intrinsic motivation. Third, this dissertation empirically studies the value of communication between sponsor and solvers. Extant researches have paid much attention to contest award which is an important factor for crowdsourcing contest. However, few researchers recognize the importance of communication between sponsor and solvers. To fill this gap, we develop a research model based on the grounded theory study results, and the study of co-creation and consumer virtual community. And the research model is verified using survey and structural equation modeling (SEM). The results indicate that communication between sponsor and solvers can increase solutions diversity which is an important antecedent of the quality of optimal solution. Both of sponsor and crowdsourcing contest platform can draw some implications from this study. On one hand, the crowsourcing contest sponsor can benefit from this research in designing and conducting crowdsourcing contest, hence increasing the probability of getting ideal solutions. On the other hand, online contest platform can gain much insight in marketing and service quality.
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