Factors influencing continuance intention of participants in crowdsourcing

In a dynamic business environment, the roles of contests and crowd-sourcing are increasingly acknowledged. However, the factors driving sustained participation in these areas are incompletely understood. To address this gap, our study investigates the factors that influence the ongoing engagement intentions of users on contest collection portals. We focus on the interplay between goal-congruent outcomes (GCO), search intention, and various motivational elements. We collected responses from 291 individuals between March 18 and 27, 2022, and conducted an analysis based on partial least squares structural equation modelling (PLS-SEM). Our analysis indicates that utilitarian motivation positively impacts both GCO and search intention. Career promotion specifically influences GCO, while rewards serve as key determinants of both GCO and search intention. Importantly, our findings underscore the role of GCO and search intention in shaping users’ intentions to continue participating. These insights offer significant implications for businesses and platform designers, emphasising the need to understand and cater to the diverse motivations of users to sustain their interest and engagement.

Hyeon Jo, Youngsok Bang