创意众包社区中企业直接表达感谢对贡献者持续贡献创意行为的影响

摘要/Abstract

摘要： 已有研究表明，在由企业发起、缺乏经济奖励的创意众包社区中，企业反馈是激励贡献者持续贡献创意的重要因素，但是没有关注企业直接表达感谢的影响。本文使用国内某创意众包社区的二手数据，借助动机和激励理论，运用PWP-GT（the prentice， william， peterson gap time）模型，分析企业直接表达感谢对贡献者持续贡献创意行为的影响，以及企业反馈效价、评论者正向评价量和贡献者积分的调节作用。结果表明，企业向贡献者直接表达感谢会激励其持续贡献创意。在创意得到企业负向反馈（相比较正向反馈）和评论者正向评价量多时（相比较少时），企业直接表达感谢的激励作用增强。在贡献者积分多时（相比较少时），企业直接表达感谢的激励作用减弱。本文拓展了感谢激励的应用场景，探索了感谢激励的边界条件，深化了网络环境中多源激励的研究，对于理解创意众包社区中企业现有的感谢策略也有参考价值。

关键词: 创意众包社区, 企业直接表达感谢, 持续参与, 外部激励, 用户创新

Abstract: The existing researches have pointed out the importance of firms' feedback for motivating contributors to contribute ideas continuously in firm-sponsored, non-financially incentivized, idea-crowdsourcing communities, but none of them have focused on the impact of firms' direct expression of gratitude. Based on the motivation and incentive theory, using the second-hand data of a creative crowdsourcing community in China and applying the PWP-GT (the Prentice, William, Peterson Gap Time) model, this paper analyzes the impact of firms' direct expression of gratitude on contributors' continuous creative contributions, and the moderating effect of firms' feedback valence, the number of reviewers' positive comments and contributors' points. The results show that firms' direct expression of gratitude will motivate contributors to continue contributing ideas. When an idea receives negative feedback (versus positive feedback) from firms and more positive comments (versus less positive comments) from reviewers, the incentive effect of gratitude directly expressed by firms will be enhanced. When contributors have more points (versus less points), the incentive effect of gratitude directly expressed by firms will be weakened. This paper expands the application scenario of expressing gratitude, explores the boundary conditions of gratitude incentives, deepens the research on multi-source incentives in the online environment, and has reference value for understanding the existing gratitude strategies of firms in idea-crowdsourcing communities.

Key words: idea-crowdsourcing communities, firms' direct expression of gratitude, continuous participation, external incentives, user as innovator

马永斌, 周波. 创意众包社区中企业直接表达感谢对贡献者持续贡献创意行为的影响[J]. 管理评论, 2023, 35(11): 113-125.

Ma Yongbin, Zhou Bo. The Influence of Firms' Direct Expression of Gratitude on Contributors' Continuous Contribution Behaviors in Idea-crowdsourcing Communities[J]. Management Review, 2023, 35(11): 113-125.

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