百度百科大众生产者的激励研究  

Study on the Prompting of Peer Producers in Baidupedia

作　　者：常静[1] 欧瑞秋[2] 

机构地区：[1]广东金融学院工商管理系,广州510527 [2]中山大学国际商学院,广州510275

出　　处：《科技与经济》2014年第2期81-85,共5页Science & Technology and Economy

基　　金：教育部人文社会科学研究青年基金项目--"大众生产者动机;行为与绩效的关系研究"(项目编号:12YJCZH004;项目负责人:常静)成果之一

摘　　要：大众生产是一种新型的知识生产模式和商业模式,其参与者通常在没有物质报酬的情况下通过互联网进行合作,因此对大众生产者进行激励十分必要和重要。以经典的大众生产实例百度百科为对象,探究大众生产者的激励问题。首先通过实证研究探寻绩效和参与行为的影响因素,得到如下发现:绩效受到胜任动机和参与行为的显著正向影响;参与行为受到实用价值动机、乐趣动机和胜任动机的驱动。据此提出相应的激励措施:关注大众生产者的行为类型及其动态变化,给予相应的激励;重视积分奖励的实施;推进任务的模块化;通过丰富词条内容、确保词条的准确性,满足大众生产者的需求特别是乐趣需求与求知需求;改进界面友好性,特别是在线交流软件的易用性。As a new mode of knowledge production and business, the participants of peer production usually collaborate via the In-ternet without material rewards, therefore to prompt the peer producer plays an important role. This paper tries to explore how to prompt the peer producer （ i. e. , take classical peer producers of Baidupedia as the object） . Firstly, factors that may influence Baidupedians＆#39;performance and participation are found via empirical study： competence motivation and participating behaviors can enhance perform-ance significantly and positively and motivations of practical values, interesting and competence promote participating behaviors promi-nently. Thus the prompting measures are put forward： pay high attention to different types of behaviors of Baidupedians and their dy-namics as well, based on which the appropriate incentives could be implemented; attach importance to the credits encouragement; to advance task modularization;meet Baidupedians＆#39;demands especially their needs of fun and needs to know via enriching the content and ensuring the accuracy of entries; improve user-friendliness particularly for the level of ease of use of online communication software. These findings and suggestions are helpful for improving the operation of Baidupedia.

关 键 词：大众生产者 百度百科 激励 动机 行为 绩效 

分 类 号：F240[经济管理—劳动经济]