Author: Leung, Shing Koon Gabriel
Title: Solvers' continued participation intention in crowdsourcing platforms : an empirical study of motivation, justice and self-efficacy in microtask crowdsourcing
Advisors: Cho, Vincent (MM)
Degree: D.B.A.
Year: 2017
Subject: Hong Kong Polytechnic University -- Dissertations
Human computation
Business networks
Business enterprises -- Computer networks
Department: Faculty of Business
Pages: vi, 93 pages : illustrations
Language: English
Abstract: Microtask crowdsourcing marketplace as a novel platform has provided firms with a new way to recruit users and people from the public on various projects for a reasonable cost and fast turnaround. A Microtask is often combined with other Microtasks to solve a larger problem. Through Microtask crowdsourcing activities, a large variety of creative ideas can be collected which help resolving a company's problem, resulting in better decision-making and outcomes. Despite the great potential of crowdsourcing offerings, it remains unclear how to create and develop the necessary community environment to drive and sustain individuals' continued participation intention. This research intends to explore how different types of motivations affect individuals' continued participation intention in Microtask crowdsourcing contests, taking into account the moderating effects of distributed justice and self-efficacy. My theoretical model builds on Expectancy theory, Self-determination theory (SDT) and Organizational justice theory. To validate my theoretical model, over 1,000 crowd workers participating in Amazon's Mechanical Turk (MTurk) have completed an online questionnaire. The extent to which individuals' continued participation intention in crowdsourcing contests was examined. Results have demonstrated three-way interactions among motivation, justice and self-efficacy. This study offers theoretical contribution to the literature and practical contribution to crowdsourcing intermediation platform design, in order to improve participants' quality and quantity and sustain their continued participation intention.
Rights: All rights reserved
Access: restricted access

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