用户参与大数据众包活动的意愿和影响因素探究  

Studies in the Willingness and Influencing Factors of User Participation in the Big Data Crowdsourcing

作　　者：吴金红[1] 陈强[1] 鞠秀芳[2] 

机构地区：[1]武汉纺织大学管理学院,湖北430200 [2]南京大学中国社会科学研究评价中心,江苏210093

出　　处：《情报资料工作》2014年第3期74-79,共6页Information and Documentation Services

基　　金：国家社科基金青年项目"基于大数据的产业竞争态势动态预警机制研究"(编号:13CTQ033)的研究成果

摘　　要：文章在调查和分析当前众包模式研究的基础上,提炼出影响用户参与大数据众包活动的意愿和影响因素,并综合社会认知理论、技术接受模型、动机理论,构建了基于个体动机、技术驱动和促成因素的实证模型,再以问卷调查方法,从定量研究的角度验证相关假设。研究结果表明,外部奖励、自我效能、感知有用性和众包规程对用户参与行为有正向效应,而沉浸感、感知易用性和众包活动属性对用户行为的影响并不显著。On the basis of research and analysis of the current crowdsourcing study, this paper extracted intention and factors which affect the users＇behaviour of participation in big data erowdsourcing activity, then synthesized the social cognitive theory, technology acceptance model and motivation theory, structured positivism model based on the individual motivation, technology - driven and facilitation factors. By questionnaire investigation method, the authors validated the related hypotheses from the perspective of quantitative research. At last, the research results showed that the external rewards, self- efficacy and perceived usefulness as well as crowdsourcing rule have a positive effect on users＇ participation behavior, but immersion, perceived ease of use and activity attribute have no significant impact on user behavior.

关 键 词：大数据 众包 影响因素 用户意愿 

分 类 号：G350[文化科学—情报学]