Trait motivations of crowdsourcing and task choice: A distal-proximal perspective
Trait motivations of crowdsourcing and task choice: A distal-proximal perspective
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DOI：
10.1016/j.ijinfomgt.2018.01.008
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发表时间：
2018-06
期刊：
影响因子：
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通讯作者：
L. G. Pee;E. Koh;M. Goh
中科院分区：
文献类型：
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作者：
L. G. Pee;E. Koh;M. Goh
对众包参与的研究已经确定了四个主要的激励因素：报酬、就业市场信号、能力发展和促进社会联系。这些激励因素大多是从内在和外在的角度来理解的，而参与一直被视为一个黑盒子。本研究通过从动机的远端和近端角度阐明其差异效应，并区分参与（即选择）非结构化任务、高承诺任务和相互依赖任务，扩展了对主要动机的理解。一项针对283名众包参与者的调查结果表明，那些被激励去发展能力（即学习新知识和技能）的人倾向于选择需要更多努力、因此有机会提高能力的高承诺任务，而不是专注于任务的结构性或相互依赖性。那些被激励去培养社会关系的人更倾向于选择需要与其他参与者协调和合作的高度相互依赖的任务。那些受报酬激励的人倾向于展示相对于他人的能力，因此更有可能选择有明确、可比较产出的结构化任务。这些发现增强了不同激励因素的概念清晰度，并为众包组织者提供了基于任务特征的激励因素关注的信息。
Research on crowdsourcing participation has identified the four primary motivators to be payment, job-market signaling, competence development, and fostering social affiliation. These motivators have mostly been understood in terms of the intrinsic-extrinsic perspective, and participation has been treated as a black box. This study extends understanding of the primary motivators by clarifying their differential effects in terms of the distal-proximal perspective of motivation, and distinguishing among participation in (i.e., choice of) unstructured tasks, high-commitment tasks, and interdependent tasks. Findings based on a survey of 283 crowdsourcing participants indicate that those motivated to develop competence (i.e., learn new knowledge and skills) tend to choose high-commitment tasks requiring more effort and therefore opportunities to improve ability, rather than focusing on task structuredness or interdependence. Those who are motivated to foster social affiliation tend to focus more on choosing highly interdependent tasks requiring coordination and collaboration with other participants. Those motivated by payment tend to focus on demonstrating competence relative to others and are therefore more likely to choose structured tasks with clear, comparable output. These findings enhance the conceptual clarity of different motivators, and inform crowdsourcing organizers on the motivator to focus on based on task characteristics.