Motivations, the sponsor-related factors, and the platform-related factors have been recognized as antecedents of crowdsourcing contractors’ participation intention. However, there is no consensus on the influencing intensity of these factors in different studies. Based on verifying the intention antecedent models of crowdsourcing participation, this paper has examined the moderating role of unobserved heterogeneity and identified the types of contractors by using the finite mixture partial least-square method and multi-group analysis method. Results show that for the whole sample, extrinsic motivation, task design, platform environment, and website experience positively affect contractors’ participation intention. Unobservable heterogeneity significantly moderates the relationships between the participation motivation and intention and its moderating effect from the sponsor-related factors and the platform environment on the participation intention is partially supported. Three established segments are the best choice to explain the unobserved heterogeneity. They are the three types respectively driven by extrinsic motivation, external factors, and intrinsic motivation. Different types of contractors differ regarding the cognition of the influencing intensity of these factors on the participation intention. This paper provides implications for organizers to have a better understanding of the contractors more clearly and to set up more effective incentive strategies.