营销科学学报 ›› 2016, Vol. 12 ›› Issue (2): 100-110.

• 论文 • 上一篇    下一篇

众包策略影响研究:奖金和时间的组合设计

李丹妮,冯小亮,王殿文,童泽林   

  1. 李丹妮,武汉大学经济与管理学院博士研究生,E-mail: danie1999@163.com。
    冯小亮,中南财经政法大学工商管理学院讲师,E-mail:whufengxiaoliang@126.com。
    王殿文,王殿文,中国矿业大学管理学院讲师,E-mail: wangdianweng@163.com。
    童泽林,北方工业大学经济管理学院讲师,E-mail:Leotong@126.com。
  • 出版日期:2016-06-01 发布日期:2016-09-29
  • 基金资助:

    本文研究得到国家自然科学基金项目(71302194)的资助,特此感谢。非常感谢评审专家所提的宝贵修改意见和建议。

Effects of Prize and Scheduling Strategies Configuration on Crowdsourcing Performance

Li Danni, Feng Xiaoliang, Wang Dianwen, Tong Zelin   

  1. Li Danni, Economics and Management School of Wuhan University.
    Feng Xiaoliang, School of Business Administration, Zhongnan University of Economics and Law.
    Wang Dianwen, school of management, China university of mining and technology.
    Tong Zelin, Economics and Management School, North China University of Technology.
  • Online:2016-06-01 Published:2016-09-29

摘要:

众包是利用群体智慧解决企业问题的有效模式,可以提供数量众多和多样化的解决方案,是开放创新思想的践行。如何驱动群体参与,是众包应用管理当中的难点,而众包策略研究针对的就是聚众问题。现有众包策略研究关注较多的是奖金,而忽略了时间的影响作用,缺乏策略的完整性。本文以动机激励理论为基础,通过对16万多众包项目二手数据研究发现:奖金对获取方案数量呈正向影响,而时间与获取方案数量间呈现倒U形关系。进一步发现奖金和时间之间存在负向交互作用,即高奖金与短周期匹配,低奖金则与长周期匹配的影响效果最佳。本研究结论拓展了众包理论,对平台企业、发包方管理具有启示意义。

关键词: 奖金, 时间, 策略组合, 众包绩效

Abstract:

Crowdsourcing provides an efficiency mode to explore distributed crowd knowledge resource under open innovation environment. It can provide various and plenty of solutions for problem solving. However, driven crowd challenges crowdsourcer in business management. Outsource strategies play key role in attracting and inspiring solvers in crowdsourcing project, which influence the crowdsourcing performance. Prior research mainly focused on prize strategy and few shed light on scheduling strategy. However, holistic outsource strategy should include prize and scheduling simultaneously. Based on motivation incentive theory, this article applied 168 thousands real crowdsourcing projects’ secondary data to test the influence of outsource strategy. The positive effect of prize strategy is confirmed. The scheduling strategy has an inverted U shape effect on the numbers of submitted solutions. Furthermore, there is a negative interaction effect between prize and scheduling. High (low) prize configured with short (long) limitation can get an optimal influence on performance. The findings can enrich crowdsourcing theory and provide implication in outsource strategy design.

Key words: prize, scheduling, outsource strategy configuration, crowdsourcing performance