嵌入还是卷入:众包个体缘何贡献知识?  

Embedded or involved,why crowdsourcing individual contribute knowledge?

作　　者：张永云[1,2] 张生太[2] 吴翠花[3] 

机构地区：[1]太原科技大学经济与管理学院,山西太原030024 [2]北京邮电大学经济管理学院,北京100876 [3]天津工业大学管理学院,天津300387

出　　处：《科研管理》2017年第5期30-37,共8页Science Research Management

基　　金：国家自然科学项目基金:移动社交网络微信的知识传播机理研究(项目编号:71571022);时间:2015.01-2019.12;天津市哲学社会科学研究规划项目:基于网络情境的创新型企业跨界成长机制研究(项目编号:TJGL15-03);时间:2015.10-2016.10

摘　　要：网络和媒体两类社交媒体应用对提升众包个体知识贡献意愿发挥着不同功能,本文基于嵌入理论和卷入理论,探讨众包个体嵌入、卷入与其知识贡献意愿之间的关系。通过结构方程模型和最优尺度回归方法对389份来自我国众包虚拟社区的有效数据进行分析,结果表明:众包个体的网络嵌入和媒体嵌入都对其知识贡献意愿有正向影响,网络嵌入通过个体卷入(企业卷入和社群卷入)对知识贡献意愿产生正向影响,而媒体嵌入对知识贡献意愿的影响存在直接效应和间接效应,既可以直接影响,也可以通过个体卷入间接发挥效应。Application of such two types of social media as networks and media play different functions in enhancing crowdsourcing individual knowledge contribution willingness. Based on the embedding theory and involved theory, this paper explores the relationships between crowdsourcing individual embeding, individual involvement and individual knowledge contribution willing- ness. The relationship is empirically tested by structure equation modeling and optimal scale regression method with the help of data gathered through a survey of 398 crowdsourcing virtual community members in China. The results indicate that network em- bedding and media embedding positively affect individual knowledge contribution willingness in crowdsourcing community, net- work embedding affect individual knowledge contribution willingness through individuals involved （company involved and commu- nity involved）, while media embedding can affect individual knowledge contribution willingness in a direct way and through individual involved in an indirect way.

关 键 词：网络嵌入 媒体嵌入 个体卷入 众包个体知识贡献意愿 

分 类 号：F273.1[经济管理—企业管理]