自我决定理论视角下技能众包服务商参与动机研究:基于平台数据的实证分析  

Participation Motivations of Skill Crowdsourcing Service Providers Based on Self-Determination Theory:An Empirical Analysis of Platform Data

作　　者：王筱纶 姚倩 林佳慧 赵宇翔[3] 孙志豪 林欣澜 Wang Xiaolun;Yao Qian;Lin Jiahui;Zhao Yuxiang;Sun Zhihao;Lin Xinlan(College of Economics and Management,Nanjing University of Aeronautics and Astronautics,Nanjing 211106,China;School of Reliability and Systems Engineering,Beihang University,Beijing 100191,China;School of Information Management,Nanjing University,Nanjing 210023,China)

机构地区：[1]南京航空航天大学经济与管理学院,南京211106 [2]北京航空航天大学可靠性与系统工程学院,北京100191 [3]南京大学信息管理学院,南京210023

出　　处：《数据分析与知识发现》2025年第1期55-64,共10页Data Analysis and Knowledge Discovery

基　　金：国家自然科学基金项目(项目编号:72372075,72074112);江苏省社会科学基金项目(项目编号:24GLC009)的研究成果之一。

摘　　要：【目的】基于自我决定理论,通过挖掘平台数据探究技能众包平台中服务商参与任务动机。【方法】从一品威客网采集15641条标书及2385位服务商数据,针对文本特征选取TF-IDF模型和BERT机器学习算法计算动机变量,并考虑因变量为计数变量,构建负二项回归模型。【结果】服务商参与技能众包动机与行为在1%的水平上显著相关(R^(2)=23.1%),任务难度能提升模型解释能力,负向调节胜任能力和声望信誉(p<0.05),正向调节社交认可(p<0.01)。【局限】一家平台的代表性有限,未来可采集多家平台数据进行对比验证;平台数据可能存在外生变量(如平台博弈、政策环境)的干扰,未来可考虑上述因素,深化研究结论。【结论】本研究能够拓宽服务商参与众包任务的理论基础,对于服务商、买方和平台均具有实践启示。[Objective]Based on self-determination theory,this study explores the motivations of service providers to participate in tasks on skill crowdsourcing platforms.[Methods]We retrieved 15,641 bids and 2,385 service provider records from the epwk.com platform.We utilized the TF-IDF and the BERT to analyze text features and calculate motivation variables.Finally,we constructed a negative binomial regression model considering the dependent variables as count variables.[Results]The motivations and behaviors of service providers participating in skill crowdsourcing were significantly correlated at the 1%level(R^(2)=23.10%).Task difficulty improved the model’s explanatory power,negatively moderating competence and reputation(p<0.05)while positively moderating social recognition(p<0.01).[Limitations]The representativeness is limited to a single platform.Future studies could collect data from multiple platforms for comparative validation.External factors such as platform dynamics and policy environments might interfere with the data,which should be considered in future research to deepen the conclusions.[Conclusions]This paper expands the theoretical foundation for service provider participation in crowdsourcing tasks and offers practical insights for service providers,buyers,and platforms.

关 键 词：技能众包平台 自我决定理论 服务商 参与动机 机器学习 

分 类 号：G203[文化科学—传播学]