众包平台用户接受与知识转移研究
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摘要
步入知识经济时代，知识在继人力、劳动、资本之后，日益演变为企业最重要的独特资源。现代企业间的竞争态势逐渐转变为以知识为主体的竞争形态。不断缩短的技术周期，使得创新成为以新技术为核心的高新技术行业生存和发展的原动力。在企业创新中，知识创新相对其他创新而言尤为重要。
众包这种创新模式的变革，利用愈发普及的互联网，充分发挥网民的创新热情和能力，体现“携手用户协同创新”。把客户看成是主动的创造者而不是被动的价值的接受者，并且把企业看成是合作产生价值的促进者而不是标准化产品的生产者。而创新知识能否通畅和迅速地实现用户向企业的转移是利用众包模式创新成败的关键。
本课题主要结合众包平台的发展现状，对众包平台服务用户接受、众包社区内、社区到企业的知识转移的过程及绩效进行研究。帮助学界和业界更好的理解大众参与众包平台的知识创新产生的过程，以及这种用户参与是如何促进企业创新，是本课题研究的主题。并且，本研究认为只有知识能够成功地从互联网大众转移到企业才是企业利用众包平台创新的关键。因此，探讨用户参与是如何通过知识转移影响用户价值和企业创新绩效是本研究的目的。
本研究通过结合理论分析和实证研究，建立了众包平台用户接受模型和用户向众包社区知识转移的模型；分别从个人和组织的角度探讨了技术和知识的接纳；并在用户接受的模型中，同时对个人采纳众包服务对用户社会资本带来的影响进行了分析；对众包平台个人向社区知识转移的效果进行评价。
研究结果表明：获得学习机会、直接奖励、自我展示和社会动机会促进众包平台用户接受；用户的跨越式和黏结型社会资本会因参与众包平台而得到提升。社区内的知识转移，即用户向社区的知识转移过程大致可以归纳为三个阶段:转移前的准备阶段、知识转移阶段和知识整合阶段。知识转移过程始于个人产生转移知识的动机，终于组织对转移来的知识经过转化后存于知识库中。知识转移的准备阶段对双方的情感和认知匹配有显著的正相关；知识转移的转移阶段对双方的能力和认知匹配有显著的正相关；知识转移的整合阶段对情感、能力和认知匹配有显著的正相关；情感、认知和能力匹配对知识转移效果有显著的正相关关系；准备、转移和整合阶段对知识转移效果有显著的正相关关系。众包社区内个人向组织知识转移的效果知识转移频率、转移成本、知识效益和组织的满意度来衡量这种知识转移的效果。
Entering into knowledge-based economy era, knowledge following after human laborand capital has been the most important special resource to the enterprises gradually.Competition status in modern enterprises gradually turned to regard knowledge as themain body of competition. Especially in high-tech industry, with the continuousdevelopment of IT, the renovating rate of the technology becomes faster and faster, and theproduct life-cyle is shorter and shorter. It is necessary for the survival and development ofenterprise to conduct knowledge innovation continously. Comparing with the other formsof innovation, knowledge innovation is particularly important in all the innovationactivities of enterprise.
Online Crowdsoucing is some kind of revolution of innovation model. It takes the fulluse of popular Internet to give full play to the enthusiasm and ability of the cyber citizenswith reflecting the idea: Joint innovation with user. It looks on the user or customer not asthe passive product value receiver, but the active creator, and enterprise is the promoter ofcollaborative production as well, not the standard product producer. The key issue ofcrowdsourcing innovation model is the innovation knowledge transferred from the user toenterprise promptly and fluently.
Based the current status of crowdsourcing in practical and academic area, this paperstudied the motives of the user acceptance of online crowdsourcing and the effect orperformance of knowledge transfer from crowsourcing online community to enterprise.
My research aims to promote and enhance the understanding of the process ofknowledge innovation of the crowdcourcing platform with cyber citizen participation.Moreover, we think only the knowledge transferred from the cyber citizen to enterprise isthe key of the applying the crowdsourcing to innovation. Therefore, how the userparticipating in innovation affects the user value and innovation performance of enterpriseis the purpose of this study.
By the methodologies of theory analyse and empirical study, we build up the useracceptance model for crowdsourcing platform services, and the knowledge transfer fromuser to crowdsourcing online community, these two models are respectively from the viewof individual and organization. In the user acceptance model, we analyze the effect of theuser acceptance on individual social capital. Besides this, we also discuss the evaluation of the performance of the knowledge transfer from user to online community.
The results indicate that learning, direct compensation, self-marketing and socialmotives are motives to activate the participation in outsourcing activities. Participation notonly can increase company’s innovation capability but also accumulate social capital ofthe crowdsoucing community formed by online participants.But not all the three kinds ofsocial capital can be positively affected by the crowdsourcing using activity. The processof knowledge transfer in the internal crowdsoucing platform can be divided into threestages: knowledge preparation, knowledge transfer, and knowledge integration.Thisthree-stage process starts with the motives of the user knowledge transfer, and ends withthe transferred knowledge stored in the knowledge database.
In the preparation stage before the knowledge transfer, the emotions of the both sides ofthe knowledge transfer positively affect the cognition matching; in the transfer stage, theabilities of the two sides siganificantly affect the cognition matching. In the integrationstage, the emotions, cognition and abilities matching have significantly positiverelationship. All the three stages positively affect the knowledge transfer performance. Asfor the evaluation of the knowledge transfer in internal crowdsourcing community, thefour indice: transfer frequency, transfer cost, transfer income and organization satisfactioncan be used to assess the effect of the knowledge transfer.
众包这种创新模式的变革，利用愈发普及的互联网，充分发挥网民的创新热情和能力，体现“携手用户协同创新”。把客户看成是主动的创造者而不是被动的价值的接受者，并且把企业看成是合作产生价值的促进者而不是标准化产品的生产者。而创新知识能否通畅和迅速地实现用户向企业的转移是利用众包模式创新成败的关键。
本课题主要结合众包平台的发展现状，对众包平台服务用户接受、众包社区内、社区到企业的知识转移的过程及绩效进行研究。帮助学界和业界更好的理解大众参与众包平台的知识创新产生的过程，以及这种用户参与是如何促进企业创新，是本课题研究的主题。并且，本研究认为只有知识能够成功地从互联网大众转移到企业才是企业利用众包平台创新的关键。因此，探讨用户参与是如何通过知识转移影响用户价值和企业创新绩效是本研究的目的。
本研究通过结合理论分析和实证研究，建立了众包平台用户接受模型和用户向众包社区知识转移的模型；分别从个人和组织的角度探讨了技术和知识的接纳；并在用户接受的模型中，同时对个人采纳众包服务对用户社会资本带来的影响进行了分析；对众包平台个人向社区知识转移的效果进行评价。
研究结果表明：获得学习机会、直接奖励、自我展示和社会动机会促进众包平台用户接受；用户的跨越式和黏结型社会资本会因参与众包平台而得到提升。社区内的知识转移，即用户向社区的知识转移过程大致可以归纳为三个阶段:转移前的准备阶段、知识转移阶段和知识整合阶段。知识转移过程始于个人产生转移知识的动机，终于组织对转移来的知识经过转化后存于知识库中。知识转移的准备阶段对双方的情感和认知匹配有显著的正相关；知识转移的转移阶段对双方的能力和认知匹配有显著的正相关；知识转移的整合阶段对情感、能力和认知匹配有显著的正相关；情感、认知和能力匹配对知识转移效果有显著的正相关关系；准备、转移和整合阶段对知识转移效果有显著的正相关关系。众包社区内个人向组织知识转移的效果知识转移频率、转移成本、知识效益和组织的满意度来衡量这种知识转移的效果。
Entering into knowledge-based economy era, knowledge following after human laborand capital has been the most important special resource to the enterprises gradually.Competition status in modern enterprises gradually turned to regard knowledge as themain body of competition. Especially in high-tech industry, with the continuousdevelopment of IT, the renovating rate of the technology becomes faster and faster, and theproduct life-cyle is shorter and shorter. It is necessary for the survival and development ofenterprise to conduct knowledge innovation continously. Comparing with the other formsof innovation, knowledge innovation is particularly important in all the innovationactivities of enterprise.
Online Crowdsoucing is some kind of revolution of innovation model. It takes the fulluse of popular Internet to give full play to the enthusiasm and ability of the cyber citizenswith reflecting the idea: Joint innovation with user. It looks on the user or customer not asthe passive product value receiver, but the active creator, and enterprise is the promoter ofcollaborative production as well, not the standard product producer. The key issue ofcrowdsourcing innovation model is the innovation knowledge transferred from the user toenterprise promptly and fluently.
Based the current status of crowdsourcing in practical and academic area, this paperstudied the motives of the user acceptance of online crowdsourcing and the effect orperformance of knowledge transfer from crowsourcing online community to enterprise.
My research aims to promote and enhance the understanding of the process ofknowledge innovation of the crowdcourcing platform with cyber citizen participation.Moreover, we think only the knowledge transferred from the cyber citizen to enterprise isthe key of the applying the crowdsourcing to innovation. Therefore, how the userparticipating in innovation affects the user value and innovation performance of enterpriseis the purpose of this study.
By the methodologies of theory analyse and empirical study, we build up the useracceptance model for crowdsourcing platform services, and the knowledge transfer fromuser to crowdsourcing online community, these two models are respectively from the viewof individual and organization. In the user acceptance model, we analyze the effect of theuser acceptance on individual social capital. Besides this, we also discuss the evaluation of the performance of the knowledge transfer from user to online community.
The results indicate that learning, direct compensation, self-marketing and socialmotives are motives to activate the participation in outsourcing activities. Participation notonly can increase company’s innovation capability but also accumulate social capital ofthe crowdsoucing community formed by online participants.But not all the three kinds ofsocial capital can be positively affected by the crowdsourcing using activity. The processof knowledge transfer in the internal crowdsoucing platform can be divided into threestages: knowledge preparation, knowledge transfer, and knowledge integration.Thisthree-stage process starts with the motives of the user knowledge transfer, and ends withthe transferred knowledge stored in the knowledge database.
In the preparation stage before the knowledge transfer, the emotions of the both sides ofthe knowledge transfer positively affect the cognition matching; in the transfer stage, theabilities of the two sides siganificantly affect the cognition matching. In the integrationstage, the emotions, cognition and abilities matching have significantly positiverelationship. All the three stages positively affect the knowledge transfer performance. Asfor the evaluation of the knowledge transfer in internal crowdsourcing community, thefour indice: transfer frequency, transfer cost, transfer income and organization satisfactioncan be used to assess the effect of the knowledge transfer.
引文
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