Crowdsourcing motivation and performance

Abstract

Crowdsourcing has emerged as a new online collaborative paradigm that employs a crowd of users to build long-lasting value beneficial to communities. Crowdsourcing has the potential to support a collaboration culture for society. This study is to examine key motivators to intention to participate in crowdsourcing. The VIST model is employed to identify the motivators for participating in virtual groups and the social identity theory is used to examine why individuals join virtual groups and how individual motivation can influence group performance. The suggested research model was tested with crowdsourcing users and Partial Least square (PLS) was used for measurement validation and testing the structural model. The results showed that motivators of VIST model positively affected individual motivation and suggested second-order construct ‘Social identity’ motivated individual motivation and also moderated relationship between individual motivation and crowdsourcing performance. Based on results, the research results are expected to contribute to both academia and industry to understand crowdsourcing with social identity perspective.