中文摘要：

针对众包模式下用户忠诚度的缺乏的问题,探索激励用户持续参与的有效措施。基于场地理论和D＆M模型,构建了众包模式下用户忠诚度影响因素模型,并运用SEM模型进行深入分析。结果表明,众包网站环境与用户开放价值取向的匹配度正向影响用户对众包网站的参与意愿,而用户的参与意愿则正向影响其对众包网站的忠诚度。

英文摘要：

The Lack of users＇ loyalty in the website of crowdsourcing has become an obstacle to the development of the industry of crowdsourcing,and thus the urgent task is to take effective measures to build users＇ loyalty to web sites.From the perspective of customer loyalty,this study comes up with a model based on the field theory and the model of DM.After using the SEM model to analyze valid survey data,the result shows that the matching degree of the environment on websites of crowdsourcing and users＇ value orientation of openness have a positive influence on their sense of belonging to websites of crowdsourcing,and the sense of belonging has a positive influence on users＇ loyalty.