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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。
The two types of social media applications, such as internet and media, play different roles in enhancing the willingness to contribute knowledge of crowdsourcing. Based on the theory of embedding and the theory of involvement, this paper explores the relationship between the embedding and involvement of crowdsourcing and their willingness to contribute. The results of 389 valid data from the crowdsourcing virtual communities in China show that: crowdsourced network embedding and media embedding both have a positive impact on their willingness to contribute knowledge, and network embedding The involvement of individuals (involvement of enterprises and involvement of the community) has a positive impact on the willingness to contribute to knowledge, and the direct and indirect effects of media embedding on the willingness to contribute to knowledge can be directly affected or implicated by individuals Indirect effect.