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近十年,威客行业蓬勃发展,已经成为实践界与学术界都不容忽视的重要经济力量。本文基于卢因行为模型与收益成本理论,从个人及企业两个层面,同时考虑网络环境的“信息不确定”特点,兼顾任务设计理论与知识管理理论,构建威客平台招标任务中威客投标行为影响因素模型,并同时探讨雇主经验在威客投标过程中的调节作用。研究结果表明,参与人数、任务预算、任务描述与雇主经验等外部环境因素以及威客自身的信用与所开通商铺类型等个人内在因素均与威客投标有显著关系。进一步研究发现,雇主经验对威客信用与其投标行为之间关系存在显著负向调节作用。本研究对威客信用的直接作用以及雇主经验的调节作用的探索为威客投标决策中利用网络环境特有的“信息不对称”特征谋取更大利益的投标行为特点提供了实证支撑。本研究在中国威客网站背景下首次探讨了招标任务中的威客投标行为,在以往以悬赏任务中威客参与行为为焦点的诸多威客研究中别具一格,具有内容创新性。本研究成果加深了学者与业界人士对威客投标行为的理解,同时为雇主发布任务提供注意事项,对威客平台机制的设计具有指导意义。
In recent ten years, the booming industry of Witkey has become an important economic force that can not be neglected in practice and academia. Based on Luin’s behavioral model and cost-benefit theory, this dissertation takes into account the “uncertainty of information” characteristic of network environment from two aspects of individuals and enterprises, taking both task design theory and knowledge management theory into consideration. Customer bidding behavior influencing factors model, and at the same time to explore the regulatory role of employer experience in the process of the Freelancer bidding. The results show that the external factors such as the number of participants, task budget, task description and employers’ experience, as well as personal intrinsic factors such as the creditworthiness of themselves and the types of shops opened up, are all significantly related to Witkey’s bidding. Further study found that employers’ experience had a significant negative regulatory effect on the relationship between Witkey’s credit and its bidding behavior. The research on the direct effect of Witkey credit and the regulatory role of employers’ experience provides empirical evidence for the characteristics of bidding behavior that make use of the unique characteristic of information asymmetry in internet-based bidding decisions. This study, for the first time, explores the bidding behavior of Witkey in the bidding task under the background of Witkey website in China. In the past, many Wikibooks, focusing on the participation of Witkey in the rewarding task, were unique in content and innovative in content. The results of this study deepen the understanding of scholars and practitioners on the bidding behavior of Witkey, and provide attention to the task of publishing tasks for employers, which is of guiding significance to the design of Witkey platform mechanism.