关键词: 在线劳动力平台；技能凝聚性；中标率

Abstract: Platform-generated information and contractor-provided skill information serve as key cues that help users reduce the information asymmetry. However, the existing studies have not clearly explained how these two channels work together or to unpack the mechanisms through which their interplay influences bid outcomes. To fill this gap. This paper investigates how skillset cohesion moderates the impact of platform-generated information (such as service rating, service experience and service reference price) on bid success rates. Drawing upon cue consistency theory, we develop a model and propose research hypotheses. Using a dataset obtained from the ZBJ.com platform, our results indicate that skillset cohesion enhances the positive impact of service ratings on bid success rates while mitigating the negative impact of service reference prices. The findings reveal the complex relationships between skillset cohesion and platform information cues, which provide strategic insights for platform managers and contractors.

Key words: online labor platforms, skillset cohesion, bid success rate