Research On Factors Influencing User Creative Performance In Crowdsourcing Communities And Its Application

Crowdsourcing has been an important place for companies’ innovation activities. The huge number of users and user’s diverse knowledge can provide a great source of creative ideas. Many companies have begun to develop their own crowdsourcing communities. However, despite the huge investment, few companies can get high creative ideas from crowdsourcing communities. Therefore, how to improve crowdsourcing user’s creativity has attracted much attention from scholars. Creative ideas is fundamental to the success of crowdsourcing communities, so understanding the user’s creativity could help companies develop a good communities for improving user’s creativity and companies’ innovation. This research investigate factors influencing crowdsourcing user’s participation behavior and creative performance from three perspectives, including companies, users and community environment, and we also explore the influencing mechanism and boundary conditions of these factor’s effect. The main content of this research are as below:First, we examine the influencing mechanism of sponsoring companies’ self-sacrifice behavior on crowdsourcing user’s knowledge integration and knowledge innovation. Sponsoring company actually act a leader in crowdsourcing community that lead the users to finish R&D activity, so its leadership will play an important role in influencing user’s behavior and performance. We conduct a survey in8high-tech companies in Hubei Province to test our research model. The results indicate that sponsoring companies’ self-sacrifice behavior has positive effect on user’s organizational identification, which in turn improve user’s knowledge integration and knowledge innovation. Meanwhile, organizational identification fully mediates the effects of companies’ self-sacrifice behavior on knowledge integration and knowledge innovation, and knowledge integration partially mediates user’s organizational identification’s effect on knowledge innovation.Second, we explore the relationship between user’s extrinsic motivation and creative performance and the moderating effect of user’s regulatory focus. We conduct an on online survey to test our research model. The results indicate that crowdsourcing user’s extrinsic motivation could be categorized into four types based on the extent to which user’s internalize the value of crowdsourcing tasks, including external motivation, introjected motivation, identified motivation and integrated motivation. User’s external motivation, identified motivation and integrated motivation have positive effect on creative performance while introjected motivation has negative effect on creative performance. User’s promotion focus moderates the effects of external motivation and identified motivation on creative performance.Third, we investigate the influencing mechanism of community justice on user’s creative performance. We collect data from238users in Epweike and test our research model. The result indicated that all three types of community justice have positive effect on user’s creative performance but the influencing mechanisms are different. Distributive justice increase user’s creative performance through influencing user’s idea cooperation; procedural justice increase user’s creative performance through influencing both user’s idea cooperation and idea generation; interactional justice increase creative performance directly. In addition, idea cooperation and idea generation fully mediate the influence of distributive justice and procedural justice on user’s creative performance.