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題名 群眾外包平台的服務參與良性循環之研究
A Study of Virtuous Cycle of Service Participation on Crowdsourcing Platforms
作者 李欣穎
Lee, Agnes H.Y.
貢獻者 尚孝純
Shari S.C. Shang
李欣穎
Lee, Agnes H.Y.
關鍵詞 群眾外包平台
群眾外包
平台
服務參與
網路效應
良性循環
Crowdsourcing platform
Crowdsourcing
Platform
Service participation
Network effects
Virtuous cycle
日期 2016
上傳時間 1-Sep-2016 23:46:17 (UTC+8)
摘要 隨著資通訊的快速發展，使得我們進入一個雲端、社群以及行動的時代，人們利用網際網路便捷的特性，創建各式平台，有效地把大家串聯在一起，從個人、企業、社區、政府到國家。近年來，不論學界或業界人們大量運用群眾外包這個概念，在網路上展開平台革命，用更有彈性的方式來解決各種問題和完成任何事情。然而這種靠著群眾力量而運作的平台，除了現有的外在技術環境（科技）以及引人入勝的產品服務（核心價值），更重要的是有快速應變的配套措施（策略佈局與操作機制），才能夠促使群眾外包平台不斷地隨著人流的成長，產生豐富的資訊流，進而帶動金流，讓平台得以持續壯大。

本研究的主要目的是探索與了解成功的群眾外包平台的經營，如何誘發和刺激群眾外包平台上產品服務提供者（供給方）以及產品服務要求者（需求方）的使用動機，使得該平台能夠維持有一個良好的運作循環、持續成長茁壯。本研究採用質性個案研究，透過少數的文獻和大量的網路、報章、媒體等個案資料，分為兩個階段進行研究。第一階段，根據蒐集的資料，（一）我們建立四種類型的群眾外包平台：資訊型、勞務型、線上和線下型、創造型；（二）找出使用者的平台服務參與之動機與平台供需平衡的經營管理之關鍵因素和概念架構圖。第二階段，我們鎖定四家在台灣的勞務型群眾外包平台，進行專家訪談，透過訪談來驗證並修改使用者平台服務參與之動機和平台良性循環之關鍵因素，更深入地了解（一）群眾外包平台上的供給者多受到內在動機的刺激，而要求者則多受到外在動機的刺激在平台上有服務參與的行為；（二）確認在經營群眾外包平台事，平台受到技術環境、策略佈局和操作機制等三個層面的多個關鍵因素影響，要讓平台朝向良好的正向運作循環經營下去，這三個重要層面的相關的關鍵因素是值得去注意和加強的。簡而言之，透過本研究，能夠幫助學界和業界的群眾外包平台的經營者都更進一步了解群眾外包平台及其成功經營的做法。
Crowdsourcing is a phenomenon that is receiving attention both inside and outside of academia. With the rapid development of ICT and the prevalence of the Internet, the crowdsourcing platform business model has had a dynamic impact on the market. Crowdsourcing offers a good transactional environment in which to fulfill people’s needs and wants, seizing values from products and/or services that are provided and/or requested in more flexible ways to solve problems and accomplish virtually anything in recent years. However, it is important to understand why participants (on both the supply and demand sides) join platforms to provide and request products and/or services. In addition, the operation of such platforms using the power of crowds includes three dimensions – technology assistance, strategy deployment, and operational mechanisms – to constantly attract and balance the flow of crowds, to generate information flows, and to stimulate the cash flows that allow the platform to continue to grow. The objectives of this research are as follows: (1) to explore what drives people to deliver and capture values by providing and requesting products or services on crowdsourcing platforms and (2) to investigate how to manage a successful crowdsourcing platform by motivating their virtuous cycles.

This is a qualitative multiple case study. There are two phases to this research. First, based on information gathered across industries and academia, we categorized crowdsourcing platforms into four major types: Information, Labor, Online plus Offline (OplusO), and Creation. We then revealed platform participants’ motivations for service participation and developed a conceptual framework to manage a virtuous cycle of service participation on crowdsourcing platforms. Second, we focused on Labor crowdsourcing platforms in Taiwan by conducting expert interviews to verify and revise our results from the first phase. This research provides a broader view of crowdsourcing platforms and their types in academia. Providers are typically motivated more by intrinsic motivations (autonomy, safety, and trust), whereas requestors are motivated by extrinsic motivations (such as finding practical (alternative) solutions, building reputation, and creating monetary wealth) in the crowdsourcing platform context. Moreover, this research provides practitioners with realistic management references in the technology, strategy, and operational dimensions to ready the platform and to meet the demand in the market. Technology is at the beginning of adopting crowdsourcing platforms and should be scalable. Scalability of the crowdsourcing platform involves constructing an ecosystem for a good transactional environment that facilitates growth, such that strategy deployment and operational mechanisms play important roles to support.
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描述 碩士
國立政治大學
資訊管理學系
103356006
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1033560061
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shari S.C. Shangen_US
dc.contributor.author (Authors) 李欣穎zh_TW
dc.contributor.author (Authors) Lee, Agnes H.Y.en_US
dc.creator (作者) 李欣穎zh_TW
dc.creator (作者) Lee, Agnes H.Y.en_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Sep-2016 23:46:17 (UTC+8)-
dc.date.available 1-Sep-2016 23:46:17 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2016 23:46:17 (UTC+8)-
dc.identifier (Other Identifiers) G1033560061en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/101080-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 103356006zh_TW
dc.description.abstract (摘要) 隨著資通訊的快速發展，使得我們進入一個雲端、社群以及行動的時代，人們利用網際網路便捷的特性，創建各式平台，有效地把大家串聯在一起，從個人、企業、社區、政府到國家。近年來，不論學界或業界人們大量運用群眾外包這個概念，在網路上展開平台革命，用更有彈性的方式來解決各種問題和完成任何事情。然而這種靠著群眾力量而運作的平台，除了現有的外在技術環境（科技）以及引人入勝的產品服務（核心價值），更重要的是有快速應變的配套措施（策略佈局與操作機制），才能夠促使群眾外包平台不斷地隨著人流的成長，產生豐富的資訊流，進而帶動金流，讓平台得以持續壯大。

本研究的主要目的是探索與了解成功的群眾外包平台的經營，如何誘發和刺激群眾外包平台上產品服務提供者（供給方）以及產品服務要求者（需求方）的使用動機，使得該平台能夠維持有一個良好的運作循環、持續成長茁壯。本研究採用質性個案研究，透過少數的文獻和大量的網路、報章、媒體等個案資料，分為兩個階段進行研究。第一階段，根據蒐集的資料，（一）我們建立四種類型的群眾外包平台：資訊型、勞務型、線上和線下型、創造型；（二）找出使用者的平台服務參與之動機與平台供需平衡的經營管理之關鍵因素和概念架構圖。第二階段，我們鎖定四家在台灣的勞務型群眾外包平台，進行專家訪談，透過訪談來驗證並修改使用者平台服務參與之動機和平台良性循環之關鍵因素，更深入地了解（一）群眾外包平台上的供給者多受到內在動機的刺激，而要求者則多受到外在動機的刺激在平台上有服務參與的行為；（二）確認在經營群眾外包平台事，平台受到技術環境、策略佈局和操作機制等三個層面的多個關鍵因素影響，要讓平台朝向良好的正向運作循環經營下去，這三個重要層面的相關的關鍵因素是值得去注意和加強的。簡而言之，透過本研究，能夠幫助學界和業界的群眾外包平台的經營者都更進一步了解群眾外包平台及其成功經營的做法。		zh_TW
dc.description.abstract (摘要) Crowdsourcing is a phenomenon that is receiving attention both inside and outside of academia. With the rapid development of ICT and the prevalence of the Internet, the crowdsourcing platform business model has had a dynamic impact on the market. Crowdsourcing offers a good transactional environment in which to fulfill people’s needs and wants, seizing values from products and/or services that are provided and/or requested in more flexible ways to solve problems and accomplish virtually anything in recent years. However, it is important to understand why participants (on both the supply and demand sides) join platforms to provide and request products and/or services. In addition, the operation of such platforms using the power of crowds includes three dimensions – technology assistance, strategy deployment, and operational mechanisms – to constantly attract and balance the flow of crowds, to generate information flows, and to stimulate the cash flows that allow the platform to continue to grow. The objectives of this research are as follows: (1) to explore what drives people to deliver and capture values by providing and requesting products or services on crowdsourcing platforms and (2) to investigate how to manage a successful crowdsourcing platform by motivating their virtuous cycles.

This is a qualitative multiple case study. There are two phases to this research. First, based on information gathered across industries and academia, we categorized crowdsourcing platforms into four major types: Information, Labor, Online plus Offline (OplusO), and Creation. We then revealed platform participants’ motivations for service participation and developed a conceptual framework to manage a virtuous cycle of service participation on crowdsourcing platforms. Second, we focused on Labor crowdsourcing platforms in Taiwan by conducting expert interviews to verify and revise our results from the first phase. This research provides a broader view of crowdsourcing platforms and their types in academia. Providers are typically motivated more by intrinsic motivations (autonomy, safety, and trust), whereas requestors are motivated by extrinsic motivations (such as finding practical (alternative) solutions, building reputation, and creating monetary wealth) in the crowdsourcing platform context. Moreover, this research provides practitioners with realistic management references in the technology, strategy, and operational dimensions to ready the platform and to meet the demand in the market. Technology is at the beginning of adopting crowdsourcing platforms and should be scalable. Scalability of the crowdsourcing platform involves constructing an ecosystem for a good transactional environment that facilitates growth, such that strategy deployment and operational mechanisms play important roles to support.		en_US
dc.description.tableofcontents Chapter 1 Introduction 10
1.1 Research Background 10
1.2 Research Motivation 11
1.3 Research Objectives and Questions 12
Chapter 2 Literature Review 13
2.1 What is a Crowdsourcing Platform? 13
2.1.1 Crowdsourcing 13
2.1.2 Two-sided Markets 14
2.1.3 Network Effects 15
2.1.4 Mobile Mind Shift 16
2.2 Types of Crowdsourcing Platform 18
2.2.1 Information 19
2.2.2 Labor 20
2.2.3 OplusO 21
2.2.4 Creation 21
2.3 Service Participation and Virtuous Cycle 22
2.3.1 Motivations of Service Participation 22
2.3.2 Managing Crowdsourcing Platforms in a Virtuous Cycle 34
Chapter 3 Methodology 40
3.1 Research Design 40
3.2 Study Cases 42
3.3 Data Collection 45
3.4 Data Analysis 46
Chapter 4 Results 48
4.1 Motivations for Crowdsourcing 48
4.2 Maintaining the Balance in Crowdsourcing 59
4.3 Building the Virtuous Cycle on Crowdsourcing Platforms 64
Chapter 5 Conclusions 70
5.1 Summary 70
5.2 Implications of the Study 71
5.3 Limitations and Future Research 72
References 74
Appendix I 82
Appendix II 83		zh_TW
dc.format.extent 1756258 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1033560061en_US
dc.subject (關鍵詞) 群眾外包平台zh_TW
dc.subject (關鍵詞) 群眾外包zh_TW
dc.subject (關鍵詞) 平台zh_TW
dc.subject (關鍵詞) 服務參與zh_TW
dc.subject (關鍵詞) 網路效應zh_TW
dc.subject (關鍵詞) 良性循環zh_TW
dc.subject (關鍵詞) Crowdsourcing platformen_US
dc.subject (關鍵詞) Crowdsourcingen_US
dc.subject (關鍵詞) Platformen_US
dc.subject (關鍵詞) Service participationen_US
dc.subject (關鍵詞) Network effectsen_US
dc.subject (關鍵詞) Virtuous cycleen_US
dc.title (題名) 群眾外包平台的服務參與良性循環之研究zh_TW
dc.title (題名) A Study of Virtuous Cycle of Service Participation on Crowdsourcing Platformsen_US
dc.type (資料類型) thesisen_US
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