CAJ | 학술논문

本文以社会交换理论为基础，从感知利益和感知风险的行为决策角度出发，来分析用户决策是否参与众包网站的影响因素及其作用机理,构建了影响用户参与众包的认知过程模型，并用273份有效样本数据对研究假设进行验证。实证结果表明。外部激励和自我提升正向影响感知利益，执行成本正向影响感知风险，而用户对参与众包的感知利益和感知风险的权衡决定了其最终的参与行为。
본문이사회교환이론위기출，종감지이익화감지풍험적행위결책각도출발，래분석용호결책시부삼여음포망참적영향인소급기작용궤리,구건료영향용호삼여음포적인지과정모형，병용273빈유효양본수거대연구가설진행험증。실증결과표명。외부격려화자아제승정향영향감지이익，집행성본정향영향감지풍험，이용호대삼여음포적감지이익화감지풍험적권형결정료기최종적삼여행위。
Based on the social exchange theory, this paper analysed the influencing factors and their mechanism of the de- cisions made by the users on whether to undertake an attempt to become involved in the crowdsourcing websites from the perspective of perceived benefit and perceived risk. Then the paper established a model of cognitive process of influencing users＇ participation in crowdsourcing, and the research assumption was tested and verified with 273 sample data in effect. The outcome showed that the exterior stimuli and self promotion positively influenced the perceived benefit, and the exeoution cost positively influenced the perceived risk. And the users＇ balancing between perceived benefit and perceived risk of participation in erowdsourcing determined the final action of participation.