社会化网络环境下众包服务质量评估及其治理研究

Based on the concept of open innovation, crowdsourcing has received great welcome recently by firms as a new business model. However, the current service quality of crowdsourcing in our country is not optimisitic. Service quality problem becomes a critical factor that negatively influences crowdsourcing sustainability and innovation. Based on the real situation of crowdsourcing in the world, the key elements and characteristics of crowdsoucing in the social network environment are first examined. Then a principal clue of crowdsourcing service quality formation, assessment and improvement is adopted. From the perspective of firm clients, the key factors that influence crowdsourcing service quality are identified and how they affect quality is also analyzed. Next, measurement and evaluation models of crowdsourcing service quality are developed and the effect of service quality on the usage of firm clients is assessed. With the guidance of service quality, the crowdsourcing governance modes, structures, dynamic process, portfolio governance strategies and their effects are examined. A crowdsourcing governance model is ultimately developed based on service quality in the social network environment. This project is expected to bridge the gaps in the theory of crowdsourcing service quality and governance mechanisms, transform the management approaches and thinking for crowdsourcing service innovation and management, strengthen evaluating and monitoring crowdsourcing service quality, improve crowdsourcing governance, and solve the problems existed in crowdsourcing service process. This project can also provide theoretical and practical supports for business innovation, application and development of crowdsourcing in our country.

凭借开放式创新的理念，近年来众包成为企业青睐的新兴商业模式。然而当前我国众包的服务质量不容乐观，服务质量问题成为阻碍众包可持续发展和应用创新的关键因素。本课题结合国内外众包的实际情况，从社会化网络环境下的众包服务要素及特征入手，以众包服务质量形成、质量评估、质量改进为主线，基于企业发包方视角，辨识影响众包服务质量的关键因素，分析影响因素的动态作用机理，构建众包服务质量测度体系和评价模型，评估众包服务质量对企业发包方使用行为的影响。同时以服务质量为导向，研究众包的治理模式、结构、动态治理过程、组合治理策略及其治理效果，构建社会化网络环境下基于服务质量导向的众包治理模型。课题有助于弥补众包服务质量与治理问题理论研究的不足，帮助转变众包管理和创新思路，加强众包服务质量的评价及跟踪，完善众包的治理机制，切实解决众包服务过程中存在的问题，为众包服务在我国商业模式的创新、应用和发展提供理论和实践支持。

众包以开放式创新的理念，近年来成为企业青睐的新兴商业模式。然而当前我国众包的服务质量不容乐观，服务质量问题成为阻碍众包可持续发展和应用创新的关键因素。项目针对社会化网络环境下的众包服务，以服务质量形成、质量评估、质量改进为主线，基于企业发包方和大众服务方多方视角，首先辨识了众包服务质量的关键风险因素，分析了风险因素的动态作用机理，发现技术类风险高于社交类风险，但社交系统风险会引发技术系统风险，从而负面影响众包服务质量，同时不同风险会发生交互作用。其次，提出了众包服务质量的测度指标体系和方法，分析了众包服务质量对参与者忠诚度、分享意愿和选择决策等行为的作用机制，发现众包的参与、选择、决策等行为受到参与者内外部动机、众包经验、服务质量、任务模式等多方面影响。再次，以服务质量为导向，提出了众包的合同治理和关系治理模式与风险控制策略，发现了权变因素下众包治理对服务质量的影响机制，提出了服务优化策略，构建了社会化网络环境下基于服务质量导向的众包治理模型。最后，研究了众包在医疗健康和旅游知识分享领域以及信息系统开发领域的应用，从知识分享、参与、动机、风险等角度研究了服务价值的实现，提出了风险控制和应对策略。课题有助于弥补众包服务质量与治理问题理论研究的不足，帮助转变众包管理和创新思路，加强众包服务质量和风险的评价及跟踪，完善众包的治理机制，切实解决众包服务过程中存在的问题，为众包服务在我国商业模式的创新、应用和发展提供理论和实践支持，取得了丰富的研究成果。撰写研究报告和决策咨询报告各1份。发表和录用学术论文32篇，其中SCI/SSCI论文21篇，入选ESI热点论文1篇、高被引论文5篇。1篇论文以单一作者身份发表在Journal of Operations Management，并入选该期刊2014-2018五年间25篇最佳引用论文。获得科研奖励8项，其中3项成果获得省部和厅级一、二等奖。