The Influence of Source Credibility Theory on Bid-winning Performance

Abstract

Mixed crowdsourcing has become the main organization model of domestic crowdsourcing platform. The existing research on the interpretation of winning performance mainly fails to pay attention to the persuasive effect on the decision-making of the contractees from the perspective of information receiving of the contractors and the credibility of the information source of the contractors. The data collected from EPWK website, the two round of data collection was carried out, including the industries engaged by the contractors, the ID of the contractor’s team, the profile of the contractor’s team, regional division, city level, total number of successful bids, integrity guarantee, contact authentication, ability level, professional identity, number of cases, number of members, type of the contractor’s team, and number of positive evaluations. Based on the information source credibility theory, this paper constructs a model of the factors influencing the winning bid performance of the contractors from three aspects of credibility, professionalism and attractiveness, and explores the moderating effect of positive evaluation on the above relationships. The results show that good faith guarantee, contact certification, competence level and professional status positively affect the winning bid performance of the contractors, and the reverse u-shaped relationship exists between the number of services and members displayed by the contractors and the winning bid performance.