Factors Influencing the Bid‐Winning of Respondents in the Context of Crowdsourcing

ABSTRACT This article takes crowdsourcing as the research background, collects secondary data from the Yipin Freelancer website, constructs panel data of “respondent–date,” and uses the research framework of the elaboration likelihood model (ELM) to study the key factors influencing the bid‐winning probability of respondents. The study found that for the central path, there is a nonlinear inverted U‐shaped relationship between the respondents' success experience and skill diversity and the bid‐winning probability. For the peripheral path of task settings, the study found that a larger task bonus, more bonus recipients, and longer task deadlines are beneficial for respondents to win bids successfully. Finally, this article discusses the theoretical and practical significance of the research.