网络和媒体两类社交媒体应用对提升众包个体知识贡献意愿发挥着不同功能，本文基于嵌入理论和卷入理论，探讨众包个体嵌入、卷入与其知识贡献意愿之间的关系。通过结构方程模型和最优尺度回归方法对389份来自我国众包虚拟社区的有效数据进行分析，结果表明：众包个体的网络嵌入和媒体嵌入都对其知识贡献意愿有正向影响，网络嵌入通过个体卷入（企业卷入和社群卷入）对知识贡献意愿产生正向影响，而媒体嵌入对知识贡献意愿的影响存在直接效应和间接效应，既可以直接影响，也可以通过个体卷入间接发挥效应。

Social media can be divided in to Network and media from the application perspective, both of them play different functions for enhancing crowdsourcing individual knowledge contribution willingness. Based on embedding theory and involved theory, this paper explores the relationships between crowdsourcing individual Embed, individual involved and individual knowledge contribution willingness. The relationship is empirically tested by structure equation modeling and optimal scale regression method and along with data gathered through a survey of 398 crowdsourcing virtual community members in China．The results indicate that network embedding and media embedding positively affect individual knowledge contribution willingness in crowdsourcing community, network embedding affect individual knowledge contribution willingness through individuals involved (company involved and community involved), while media embedding can affect individual knowledge contribution willingness in a direct way, as well as through individual involved in an indirect way.