众包接包者参与意愿影响因素研究：基于不可观测异质性的接包者类别探索

众包接包者参与意愿的影响因素包括参与动机、发包者因素和平台因素，但不同研究在因素影响强度上尚未达成共识。文章在验证众包参与意愿影响因素模型的基础上，结合有限混合偏最小二乘法和多群组分析方法，解析了不可观测异质性的调节作用，并探索性地识别了接包者细分群体。结果显示，对总体样本而言，外在动机、任务设计、平台环境和网站体验显著影响众包参与意愿；不可观测异质性显著调节参与动机与众包参与意愿的关系，对发包者因素及平台环境与众包参与意愿间关系的调节作用得到部分支持；三个细分群体方案是解释不可观测异质性的最优选择，包括：外在动机驱动型、外因驱动型及内在动机驱动型，不同类型接包者对因素影响强度程度的认知不同。研究结果为组织者清晰地认识接包者和制定更具效度的激励策略提供了启示。

Influencing Factors on Contractors’ Participation Intention in Crowdsourcing: An Exploration into the Types of Contractors Based on Unobserved Heterogeneity

Motivations, the sponsor-related factors, and the platform-related factors have been recognized as antecedents of crowdsourcing contractors’ participation intention. However, there is no consensus on the influencing intensity of these factors in different studies. Based on verifying the intention antecedent models of crowdsourcing participation, this paper has examined the moderating role of unobserved heterogeneity and identified the types of contractors by using the finite mixture partial least-square method and multi-group analysis method. Results show that for the whole sample, extrinsic motivation, task design, platform environment, and website experience positively affect contractors’ participation intention. Unobservable heterogeneity significantly moderates the relationships between the participation motivation and intention and its moderating effect from the sponsor-related factors and the platform environment on the participation intention is partially supported. Three established segments are the best choice to explain the unobserved heterogeneity. They are the three types respectively driven by extrinsic motivation, external factors, and intrinsic motivation. Different types of contractors differ regarding the cognition of the influencing intensity of these factors on the participation intention. This paper provides implications for organizers to have a better understanding of the contractors more clearly and to set up more effective incentive strategies.