众包社区结构嵌入与创意领地行为：利他主义和虚拟声誉关注的联合调节作用

Crowdsourcing Community Structural Embeddedness and Creative Territory Behavior:The joint moderating effect of altruism and virtual reputation concern

摘要:

针对如何将个体的客观嵌入性和主观利他、利己动机整合到共享参与决策当中的系统分析不足问题，基于资源基础观和社会嵌入理论剖析创客成员在众包社区中的结构嵌入对其创意领地行为形成的影响，并检验利他主义、虚拟声誉关注对以上影响的联合调节作用，以揭示众包创客的众创参与决策过程。结果显示：（1）众包社区结构嵌入负向影响创客成员的创意领地行为；（2）利他主义和虚拟声誉关注均显著负向调节结构嵌入与创意领地行为的关系；（3）利他主义和虚拟声誉关注在结构嵌入与创意领地行为关系中的联合调节作用显著。研究结论为众包社区的创意资源共享解决以及创客众创参与管理提供如下启示：首先，可以通过多元化渠道和途径加强创客成员的众包社区结构嵌入性；其次，有针对性地了解众包创新目标客户的需求偏好，提供创客创新技术与工具，优化社区创新体验，以有效推动社会创意资源配置效能最大化。

Abstract:

Aiming at the lack of systematic analysis on how to integrate individual objective embeddedness and subjective altruism and egoism into decision-making of sharing participation, this paper analyzes the impact of maker members' structural embeddedness in crowdsourcing community on the formation of their creative territory behavior based on resource-based view and social embeddedness theory, and tests the joint moderating effect of altruism and virtual reputation concern on the above effects, so as to reveal the decision-making process of crowdsourcing maker's crowdsourcing innovation participation. The results show that the structure embeddedness of crowdsourcing community has a negative impact on the creative territory behavior of maker members. Altruism and virtual reputation concern have a significant negative regulatory effect on the relationship between structure embeddedness and creative territory behavior. Altruism and virtual reputation concern have a significant joint regulatory effect on the relationship between structure embeddedness and creative territory behavior. The research conclusions provide the following enlightenment for the solution of creative resource sharing in crowdsourcing community and the management of maker crowdsourcing participation. Firstly, the structural embeddedness of maker members in crowdsourcing community can be strengthened through diversified channels and ways. Secondly, we should understand the needs and preferences of the target customers of crowdsourcing innovation, provide innovative technologies and tools for makers, and optimize the community innovation experience, so as to effectively promote the maximization of the allocation efficiency of social creative resources.