The Trustworthiness of Reference Groups and Cooperation Quality:Implications for Online Crowdsourcin

• 作 者: Tian Qian
• 机 构: Zhongnan University of Economics and Law
• 出 处: 香港城市大学,华中科技大学,南卡罗来纳大学
• 发表日期: 2014年12期
• 关键词: trustworthiness perceived risk participation behavior cooperation quality

　　Crowdsourcing market provides a lot of advantages to solve problems of organizations,companies and individuals.As a result,it’s important to develop an understanding of online reference Groups and cooperation quality.The authors argue that reference groups can obtain trustworthiness in the eyes of the crowd,such as integrity trustworthiness and ability trustworthiness.The trustworthiness of online reference groups has influence on the participation behaviors of crowd.The authors test these ideas by examining the crowdsoucing process on zhubajie e-market in March 2012.When the perceived risk is high,the effect of integrity trustworthiness on participation behavior is greater than ability trustworthiness.When the perceived risk is low,the effect of ability trustworthiness on participation behavior is greater than integrity trustworthiness.The higher the level of participation of crowd,the higher cooperation quality between focal agent and qualified crowd.