I 摘要 互联网技术的发展让人们的社会生活形态发生了很大变化。在这样的背景下，众 包平台作为“互联网+”时期创新发展的重要源动力，以方便用户低成本广泛参与的 特性，为企业与社会创新能力的提升做出了重大贡献。同时，众包平台的发展也逐渐 显现出一些问题，信任问题就是其中之一。目前新型众包平台的信用监管和保障体系 存在缺陷，对众包平台的发展造成了障碍。 鉴于此，本文以猪八戒网用户为研究对象，对众包平台上用户信任的影响因素进 行研究。主要包含：（1）利用文献，对众包平台信任的相关概念、发展历史和存在 的问题进行分析；（2）基于质性研究，利用扎根理论对从社交论坛和新闻报道上收 集到的关于猪八戒网的报道、评论进行编码，提取故事线，最后得出众包平台信任最 重要的影响因素是众包的用户基数，而影响用户基数的因素有平台的技术、规章制 度、用户认同、公司管理等因素；（3）基于质性分析的影响因素设置问卷，利用网 络问卷发放平台进行数据采集，构建SEM模型对故事线进行检验，最终得到的结果 是：以用户基数为隐变量，以平台的技术、规章制度、用户认同度、平台管理为自变 量，发现模型所有路径均为正向显著，表明实证分析的结果能够验证和支持质性分析 得出的结论。（4）根据结果，对促进众包平台信任建设，规范众包平台信用规则提 出了建议。主要包含：明确规定并落实用户奖惩机制；规范企业管理，加强中层管理 人员的思想工作，赋予基层员工更多的自由度；在平台内区分高端用户与低端用户 等。 本文在研究中利用了基于文本数据的扎根理论分析法，以及基于李氏量表问卷的 SEM分析法，并通过进一步分析验证，探究众包平台信任的构建，对为众包平台的风 险管理提供了借鉴。 关键词：众包平台 信任 扎根理论 结构方程模型 论文类型：应用研究 ABSTRACT III ABSTRACT The development of Internet technology has led to significant changes in the way peop- le live in society. In this context, crowdsourcing platforms, as an important source of innova- tion and development during the "Internet+" period, have made a significant contribution to the improvement of the innovation capacity of enterprises and society with their user-friendl- y, low-cost and extensive participation. At the same time, the development of crowdsourcing platforms has also gradually revealed some problems, one of which is trust. The current cre- dit regulation and guarantee system of new crowdsourcing platforms is flawed, which has cr- eated obstacles to the development of crowdsourcing platforms. In view of this, this paper takes the users of zbj as the research object to study the construction of user trust on crowdsourcing platforms. It mainly consists of: (1) using literat- ure to analyze the concepts, development history and problems related to the trust of crowds- ourcing platforms; (2) based on qualitative research, using rooting theory to code reports and comments collected from social forums and news reports about zbj, extract story lines, and finally derive that the most important influencing factor of the trust of crowdsourcing pl- atforms is the user base of crowdsourcing, while the influencing user base are the technolog- y of the platform, regulations, user identification, company management and other factors; (3) Based on the qualitative analysis of the influencing factors set questionnaire, data collect- ion in a web-based questionnaire distribution platform, the construction of SEM model to te- st the story line, the final results obtained are: the user base as the dependent variable, the te- chnology of the platform, regulations, user identification, platform management as the depe- ndent variable, found that the model was positively significant for all paths, indicating that t- he results of the empirical analysis were able to verify and support the conclusions drawn fr- om the qualitative analysis. (4) Based on the results, suggesti ons were made to promote the construction of trust mechanisms and regulate the credit rules of crowdsourcing platforms.T- hey mainly include: specifying and implementing a reward and punishment for users; regula- ting corporate management, strengthening the ideological work of middle management and giving more freedom to grassroots employees; distinguishing high-end users from low-end users within the platform; and expanding the market in third-tier and fourth-tier cities. In this paper, we utilize a textual data-based Root Theory analysis method and a SEM analysis method based on the Lee Scale questionnaire in our research, and through further analysis and validation, we explore the construction of a trust for crowdsourcing platforms, which is useful for providing a reference for risk management of crowdsourcing platforms. Key Words: Crowdsourcing Community; Trust; Grounded Theory; SEM Type Of Thesis: Applied Research 西南科技大学硕士学位论文 4 目 录 摘要 ................................................................................................................................... I ABSTRACT ..................................................................................................................III 目 录 ................................................................................................................................ 4 1绪论 ............................................................................................................................... 6 1.1研究背景 ............................................................................................................ 6 1.2研究目的与意义 ................................................................................................ 7 1.2.1研究目的 ................................................................................................. 7 1.2.2研究意义 ................................................................................................. 7 1.3研究框架 ............................................................................................................ 7 1.3.1研究方法 ................................................................................................. 7 1.3.2文章结构 ................................................................................................. 7 1.4本文创新点 ........................................................................................................ 9 2文献综述与研究设计 ................................................................................................. 10 2.1众包的概念与发展 .......................................................................................... 10 2.1.1众包的概念 ........................................................................................... 10 2.1.2众包的发展 ........................................................................................... 10 2.2众包平台信任的研究 ...................................................................................... 11 2.2.1对信任的研究 ....................................................................................... 11 2.2.2对众包中信任的研究 ........................................................................... 12 2.2.3现有研究述评 ....................................................................................... 14 2.3研究设计 .......................................................................................................... 14 2.3.1扎根理论简介 ....................................................................................... 14 2.3.2研究对象选取 ....................................................................................... 15 2.3.3研究方法与数据采集 ........................................................................... 16 3扎根理论编码过程 ..................................................................................................... 17 3.1初始编码 .......................................................................................................... 17 3.1.1概念化编码 ........................................................................................... 17 3.1.2范畴化编码 ........................................................................................... 24 3.2轴心编码 .......................................................................................................... 29 3.3选择编码与理论编码 .................