CAJ | 학술논문

大众生产是一种新型的知识生产模式和商业模式，其参与者通常在没有物质报酬的情况下通过互联网进行合作，因此对大众生产者进行激励十分必要和重要。以经典的大众生产实例百度百科为对象，探究大众生产者的激励问题。首先通过实证研究探寻绩效和参与行为的影响因素，得到如下发现：绩效受到胜任动机和参与行为的显著正向影响；参与行为受到实用价值动机、乐趣动机和胜任动机的驱动。据此提出相应的激励措施：关注大众生产者的行为类型及其动态变化，给予相应的激励；重视积分奖励的实施；推进任务的模块化；通过丰富词条内容、确保词条的准确性，满足大众生产者的需求特别是乐趣需求与求知需求；改进界面友好性，特别是在线交流软件的易用性。
대음생산시일충신형적지식생산모식화상업모식，기삼여자통상재몰유물질보수적정황하통과호련망진행합작，인차대대음생산자진행격려십분필요화중요。이경전적대음생산실례백도백과위대상，탐구대음생산자적격려문제。수선통과실증연구탐심적효화삼여행위적영향인소，득도여하발현：적효수도성임동궤화삼여행위적현저정향영향；삼여행위수도실용개치동궤、악취동궤화성임동궤적구동。거차제출상응적격려조시：관주대음생산자적행위류형급기동태변화，급여상응적격려；중시적분장려적실시；추진임무적모괴화；통과봉부사조내용、학보사조적준학성，만족대음생산자적수구특별시악취수구여구지수구；개진계면우호성，특별시재선교류연건적역용성。
As a new mode of knowledge production and business, the participants of peer production usually collaborate via the In-ternet without material rewards, therefore to prompt the peer producer plays an important role. This paper tries to explore how to prompt the peer producer ( i. e. , take classical peer producers of Baidupedia as the object) . Firstly, factors that may influence Baidupedians'performance and participation are found via empirical study: competence motivation and participating behaviors can enhance perform-ance significantly and positively and motivations of practical values, interesting and competence promote participating behaviors promi-nently. Thus the prompting measures are put forward: pay high attention to different types of behaviors of Baidupedians and their dy-namics as well, based on which the appropriate incentives could be implemented; attach importance to the credits encouragement; to advance task modularization;meet Baidupedians'demands especially their needs of fun and needs to know via enriching the content and ensuring the accuracy of entries; improve user-friendliness particularly for the level of ease of use of online communication software. These findings and suggestions are helpful for improving the operation of Baidupedia.