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《Economic Management Journal》 2015-07
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Research on the Individual Behavior of Enterprise Crowdsourcing Innovation Model based on Social Media——An Empirical Analysis Based on Crowdsourcing Website Survey

TU Yan;SUN Bao-wen;ZHANG Ying;School of Information,Central University of Finance and Economics;China Center for Internet Economy Research,Central University of Finance and Economics;  
In order to prevent problems such knowledge spillovers,many small and medium enterprises stick to the closed innovation mode.However,low innovation efficiency hinders the pace of technological innovation.To enhance enterprises' innovation ability,new innovation models that promote a more open and interactive process of innovation are introduced and are applied as part of the enterprises innovation strategy.Enterprise crowdsourcing open innovation model is a new paradigm which takes advantage of the collective wisdom of pervasive Internet users to reduce costs of technological innovation and to grasp market trends.In this model,the creativeness of the crowd can be used in different phases of the innovation process and involves idea generation,product development,design,marketing and problem solving stages.In general,crowdsourcing platforms can match problem seekers to potential solvers very well by acting as mediators and brokers between the crowdsourcers and crowdsources,and help enterprises to gain the proper problem solution as soon as possible.Despite the importance of crowdsourcing is evident,what are the motivation and incentives of crowdsources? In other words,what are the critical factors to attract Internet population to participate in the enterprise crowdsourcing innovation task voluntarily? To address this question,firstly,this study combines motivation theory including both intrinsic and extrinsic motives such as career advancement,self-affirmation,the joy of creative work,seeking for confirmation from others,gaining the knowledge,and monetary incentives,into unified theory of acceptance and use of technology(Venkatesh et al.2003) in information management field.Building on the past extensions to UTAUT,the objective of this study is to pay particular attention to the crowdsourcing use context,adapts constructs and definitions from UTAUT including four key constructs(i.e.performance expectancy,effort expectancy,social influence,and facilitating conditions) to use crowdsourcing acceptance and use context,and builds the modified influence factor model of crowdsources participation behavior.Our proposed modified model are hypothesized to moderate the effects of these constructs on behavioral intention and crowdsourcing use.Secondly,this study collects questionnaire survey data from Chinese well-known crowdsourcing innovation platform "Zhubajie" and "epweike".Thirdly,we conduct an empirical analysis based on structural equation modeling,and discuss the critical affecting factors to solvers' behavior in enterprise crowdsourcing innovation tasks based on social media.Finally,the theoretical and managerial implications of these results are discussed.Our results show that(1) The behavioral intention of the crowdsourcing is closely related to crowdsourcing use;(2) For solvers,performance expectancy,social influence and effort expectancy are the main drivers of crowdsourcing use intentions and behaviors,and have significant positive impact on solvers' involvement.(3) The facilitating conditions from crowdsourcing platform have no significant impact on in solvers' involvement behavior.This paper is organized as follows.Section I proposes the main problem.Section II presents the related work.We introduce our research model in Section III and empirical studies are shown is in Section IV.Finally,we draw conclusions in Section V.This study enriches the current research for enterprise technology innovation theory.Our major theoretical contribution is in modifying unified theory of acceptance and use of technology(UTAUT) to study acceptance and use of crowdsourcing innovation model in a crowdsourcing context.By doing so,we extend the generalizability of UTAUT from an organizational to a crowdsourcing context,and enrich the current research for enterprise technology innovation theory.
【Fund】: 北京市哲学社会科学规划重点项目“中关村中小企业创新模式研究——基于网络社区众包机制视角”(13JGA004);; 教育部哲学社会科学研究重大课题攻关项目“电子商务发展趋势及对内外贸易发展的影响机制研究”(14JZD019);; 中央财经大学科研创新团队计划项目”电子商务与电子政务”(13CUFE)
【CateGory Index】: F273.1
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