Chapter 2 Literature Review
2.3 Service Participation and Virtuous Cycle
2.3.1 Motivations of Service Participation
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creative projects or public issues to be supported. People with ideas can post
proposals on the platform to attract others who have something in common, and those who are willing to join them might donate money. Exposing ideas via the Internet has resulted in many heartwarming stories being spread worldwide. The story of Aktarer Zaman we mentioned earlier is just one example. There are many of this type of crowdsourcing platform around the world for the specific purposes of raising money and connecting to backers who share beliefs and support them.
2.3 Service Participation and Virtuous Cycle
Because crowdsourcing platforms have been used pervasively in many applications, we attempted to explore what motivates people to participate in providing or
requesting products or services on crowdsourcing platforms. We also attempted to show how platform managers can maintain balanced supply and demand on the platform while catalyzing a virtuous cycle.
2.3.1 Motivations of Service Participation
Revealing the motivations of crowds who actively participate in crowdsourcing platforms and discovering why such participants are willing to contribute to the platform are key topics (Hossain and Kauranen, 2015) for scholarly researchers. The literature reveals that most participants on crowdsourcing platforms are motivated by a broad variety of both extrinsic and intrinsic factors (Krishnamurthy, 2006; Erickson, 2013; Zhao & Zhu, 2014). Ryan and Deci (2000) determined that extrinsic motivation regarding an activity being performed is important to attaining favorable outcomes.
Furthermore, intrinsic motivation involves performing an activity for its inherent satisfaction rather than for some separable consequence.
Extrinsic motivations on crowdsourcing platforms include monetary rewards (Brabham, 2008b; Ipeirotis, 2010; Dholakia, 2010), reputation building (Brabham,
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motivations (Hossain and Kauranen, 2015), such as on Labor crowdsourcing platforms, in which crowds can earn financial rewards in exchange for their Labor.
OplusO crowdsourcing platforms are also motivated more by extrinsic motivations, as crowds exchange spare resources for money.
By contrast, intrinsic motivations are prevalent on platforms for citizen journalism, citizen scientific research and public participation in state and community building, which includes Information and Creation crowdsourcing platforms (Hossain and Kauranen, 2015). Although Information crowdsourcing platforms might also have extrinsic motivations (i.e., monetary rewards), they have a sense of belonging because the crowds on the platform have something in common (i.e., a goal or belief). The intrinsic motivations found on crowdsourcing platforms include enjoyment (Brabham, 2008b, 2012; Ipeirotis, 2010; Chanal and Caron-Fasan, 2010), self-expression
(Brabham, 2008b, 2012; Cook, 2008), learning or skill improvement (Brabham, 2008b, 2012; Chanal and Caron-Fasan, 2010), and recreational pastimes (Brabham, 2008b; Ipeirotis, 2010).
However, because only scant literature provides information about the motivations of two types of people participating in services on crowdsourcing platforms, we
aggregated several prior studies and studied multiple business cases collected from online resources to complete this research and to provide some useful insights that researchers and organizations can utilize to leverage crowdsourcing platforms in augmenting their efforts. On the basis of the four types of crowdsourcing platforms that we have built, we examined more than twelve cases from the directory of crowdsourcing platform sites listed on Crowdsourcing.org in 2015 (Retrieved 12 February 2016, from http://www.crowdsourcing.org/directory). This organization is the leading source of crowdsourcing information, insights, and research and offers the largest online repository of news, articles, videos, and site information about
crowdsourcing and is also supported by many experts in the crowdsourcing domain, such as Daren C. Brabham and Jeff Howe, who helped us explore more completed work about the motivations of service participation on two user groups in the
crowdsourcing context. The preliminary results for each type are presented in Table 2 (Information Crowdsourcing Platforms), Table 3 (Labor Crowdsourcing Platforms), Table 4 (OplusO Crowdsourcing Platforms), and Table 5 (Creation Crowdsourcing
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Platforms).
We then aggregated and headlined requestors’ and providers’ motivations for each type of crowdsourcing platform because Table 2 to Table 5 demonstrated only those motivations that drive both user groups who are willing to join onto the platform without integration. The results are shown in Table 14 to Table 23 in Appendix II, in which Table 14 to Table 18 represent the providers, whereas the remaining tables represent requestors. Notably, we found that motivations for each type of
crowdsourcing platform are not exactly the same. Then, we simply distinguished their extrinsic and intrinsic motivations. The results are shown in Table 8 to Table 11 in chapter 4.
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Table 2.Motivations of Service Participation on Information Crowdsourcing Platforms
R = Requestor, P = Provider
SOURCE MOTIVATION OF
REQUESTOR
INFORMATION CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Stockphotosecrets.com
R: Businesses or Individuals P: Artists
iStock created the crowd-sourced stock industry, giving artists a platform to
make money by licensing their stock content to businesses and individuals around the world for use in a wide variety of projects.
The opportunity to videos, and illustrations that one’s like
A better way to make stock photography, video, and illustrations
To build a network with other creative people
Passes the time most of websites
Low price and free use of use with royalty-free
To get photos with affordable prices
To have legal guarantee of using licensed photos
Lim (2009) Perception of
information quality
Cognitive need
Affective need
Tension release need
Social needs
For individual purpose
Information evaluation self- efficacy
Wikipedia is a free online encyclopedia for everyone,
written collaboratively by the people who use it.
Wish to share knowledge
Desire to fix errors
Information should be freely available to everyone
Llike Wikipedia’s philosophy
Internet provides a better medium for encyclopedia than traditional media
Altruism
Glott et al. (2010)
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SOURCE MOTIVATION OF
REQUESTOR
INFORMATION CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Okoli et al (2014) Commercial aspects
Knowledge source
Ranking and popularity
Perceptions of credibility
Software for readership
Reciprocity
Self-determination
Have sense of relatedness
Zhang and Zhu (2006)
Shankman.com (2009) http://shankman.com/haro-master-faq/
To cuts down on the chances of Google picking up the email addresses
HARO (Help A Reporter Out)
(2008)
R: Press-hungry readers P: Crowd expertise HARO provides journalists
with a robust database of sources for upcoming stories
and daily opportunities for sources to secure valuable
media coverage.
To grow company, brand, or identity
Shankman.com (2009) information on deadline
Altruistic Business Insider (2012) http://mobile.businessinsider. interviewed for a life story
No charge for a three-times-a-day email to contact to interviewers
A source to create a
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SOURCE MOTIVATION OF
REQUESTOR
INFORMATION CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Yahoo Answers (2012) https://answers.yahoo.com/qu Yahoo Answers is a community-driven Q&A site
or a knowledge market from Yahoo! that allows users to both submit questions to be
answered and answer questions asked by other
users.
To share information or knowledge
To make one's day
Yahoo Answers (2012) https://answers.yahoo.com/inf
Intellectual property assessment system does not solicit the quiz entry
To become top
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Table 3.Motivations of Service Participation on Labor Crowdsourcing Platforms
R = Requestor, P = Provider
SOURCE MOTIVATION OF
REQUESTOR
LABOR CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Crowdsourcing.org (2015) for paying for benefits
AMT AMT is a marketplace for
work, giving businesses and developers access to an
on-demand, scalable workforce, and workers select from thousands of tasks and work whenever
it's convenient.
Wide range of tasks
The best trusted free work from home site
To earn extra money
No time limit
The hits are easy and approved quite quickly
Sitejabber.com
Diverse workforce
Thousands of humans
Quickly
Qualification test
Various payments
Spend free time and earn some cash
Secondary source of income
Tasks are fun
Unemployed or only have a part-time job
To kill time thousands of artists
Have a direct live-chat line with a rep
Navigate through the site quickly
DesignContest (2003) R: Businesses
P: Designers DesignContest.com is the leading website for graphic design contests. Its services range from logo and print
design to business cards
Flexible payout options
No additional
Receive feedbacks
DesignContest.com
https://www.designcontest.co m/designers-join-us/
DesignContest.com Unlimited revisions
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SOURCE MOTIVATION OF
REQUESTOR
LABOR CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
TIME.com (2015)
http://time.com/money/37356 22/when-to-use-taskrabbit/
Desperate to get things done
To outsource mundane chores
Have made the process a snap
Pop-up taskers
The largest national network of contractors
To pay by hour
Saving time
Review system
To find pre-screened independent contractors willing to execute almost any odd job
TaskRabbit (2008) R: Askers P: Taskers TaskRabbit revolutes everyday work. Their
same-day service platform instantly connects you with
skilled Taskers to do your chores, so you can enjoy the
things you love most.
One perk of the job
Wanting to be in control of their own schedules
Have insurance groups
To helping people
To feel like you have someone backing you and supporting you
TIME.com (2015) testing scope and budget
Run multiple testing assignments on the same project and offer custom bug bounties for each before lunch
Pay4Bugs (2009) R: Developers
P: Businesses Pay4Bugs is a software testing marketplace that makes it fast and easy to have your product tested by
real people. Create testing assignments across different hardware, software, or even
network connectivity. You set the price and pay only for
valuable bug reports you approve.
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Table 4.Motivations of Service Participation on OplusO Crowdsourcing Platforms
R = Requestor, P = Provider
SOURCE MOTIVATION OF
REQUESTOR
OPLUSO CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Chicago Magazine (2010) http://www.chicagomag.com/ Groupon connects local
commerce, increasing consumer buying power while driving more business
to local merchants through price and discovery.
Employee satisfaction
Customer returning
Customer buy more
Effective in reaching new customers
experiences at a great value
To have solutions to attract more customers
To run their businesses anywhere in the world
A trusted service for booking a room
Airbnb (2008) R: Visitors P: Owners Airbnb is a website for people to list, find, and rent
lodging.
To make new friends from the world
Free to take picture of the house
ETtoday (2013)
http://www.ettoday.net/news/
20130522/211253.htm
Business Next (2016) http://www.bnext.com.tw/arti cle/view/id/39293
To save money To earn extra money Business Next (2016)
http://www.bnext.com.tw/arti cle/view/id/39293
Business Next (2016) http://www.bnext.com.tw/arti cle/view/id/38813
Referral program to earn discounts
Have insurance for loss or damage provided
Forbes (2013)
http://www.forbes.com/sites/v
anessagrout/2013/11/04/how-‧
SOURCE MOTIVATION OF
REQUESTOR
OPLUSO CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Quickly service than banks
Zopa (2005) R: Borrowers
P: Lenders Zopa is the UK's largest peer-to-peer lending service.
Zopa matches sensible borrowers looking for low rate loans with smart lenders
looking for high interest on their money.
An investment
High financial return
Low risk than in bank
To control of their own investments
Having extensive reporting tools
Having a live
community to discuss
A credit score of borrowers
Piskorski et al. (2011)
Piskorski et al. (2011) Automatical credit score level
Limited upper loans
Low entry barrier
High accepted rate
Looser criteria
Wlecome young people and sendible borrowers
Low rate loans
Table 5.Motivations of Service Participation on Creation Crowdsourcing Platforms
R = Requestor, P = Provider
SOURCE MOTIVATION OF
REQUESTOR
OPLUSO CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
flyingV
https://www.flyingv.cc/tutoria l
Lower initial venture costs
To raise money
Water testing
To explain themselves
To convey their
flying (2012) R: Creators
P: Backers flyingV is Taiwan's
To donate
To get gift
To pre-purchasing of products or experiences
In line with expectations
flyingV
https://www.flyingv.cc/tutoria l
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SOURCE MOTIVATION OF
REQUESTOR
OPLUSO CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
personality
To promote
crowdfunding platform for creative projects.
Unique contents or ideas
Being trusted
The New York Times (2013) http://www.nytimes.com/201
To explain themselves
To convey their personality
A known entity
To build friendships and communities
Kickstarter (2009) R: Creators
P: Backers Kickstarter is the world's largest funding platform for creative projects. A home for
film, music, art, theater, games, comics, design, photography, and more.
We are friends
The New York Times (2013) http://www.nytimes.com/201 products or experiences
Forbes (2013)
Having restrict rules Business Next (2016) http://www.bnext.com.tw/arti products or experiences
Forbes (2013)
http://www.forbes.com/sites/c hancebarnett/2013/09/09/don
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SOURCE MOTIVATION OF
REQUESTOR
OPLUSO CROWDSOURCING
PLATFORM
MOTIVATION OF
PROVIDER SOURCE
Wired Magazine (2015) http://www.wired.com/2015/1 1/the-uncertain-world-of- crowdfunding-lawyer-fees-and-bail
To raise money for any fundraisers, Indiegogo helps individuals, groups and non-profits raise money online to
make their ideas a reality.
Have trust and safety control
Wired Magazine (2015) http://www.wired.com/2015/1 1/the-uncertain-world-of- crowdfunding-lawyer-fees-and-bail
Weigmann, K. (2013).
Tapping the crowds for research funding. EMBO reports, 14(12), 1043-1046.
doi:10.1038/embor.2013.180
To be undertaken outside the academic system
To follow up new updates
To get perks
Crowd Watch (2015) http://crowdwatch.tw/reports/
150
Business Next (2016) http://www.bnext.com.tw/arti cle/view/id/38503
It is open for anyone around the world
A flexible project
Have large projects TechOrange (2013)
http://buzzorange.com/techor ange/2013/08/09/kickstarter-and-indiegogo-who-is-boss