The Trustworthiness of Online Reference Group and Participation Behavior of Crowd in Crowdsourcing e-Market

摘要：

　　Crowdsourcing e-market provides a lot of advantages to solve problems of organizations, companies and individuals.As a result, its important to develop an understanding of online reference group and participation behavior of crowd.The authors argue that reference group can obtain trustworthiness in the eyes of the crowd, such as integrity trustworthiness and ability trustworthiness.The trustworthiness of online reference group 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 uncertainty is high, the effect of integrity trustworthiness on participation behavior is greater than ability trustworthiness.When the perceived uncertainty is low, the effect of ability trustworthiness on participation behavior is greater than integrity trustworthiness.

关键词： two-sided market trustworthiness perceived uncertainty participation behavior

作者: Qian Tian Xiaoling Li Silu Yu Xinjian Li

作者单位: School of Business Administration,Zhongnan University of Economics and Law, China College of Economics & Management,College of Science,Huazhong Agricultural University, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 360-366

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）