Abstract: 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.

Key words: network embedding, media embedding；individual involvement, crowdsourcing individual knowledge contribution willingness