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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Does reciprocity affect willingness to contribute? : An empirical study on crowdsourcing organizations

Chen, Ran, Molina, Angélica Rodríguez January 2014 (has links)
Purpose – The aim of this thesis is to explain the factors that influence consumers’ willingness to contribute to crowdsourcing organizations, by applying the reciprocity theory. Design/methodology/approach – This is a quantitative research which used a cross sectional research design with an explanatory approach. The data was collected with a questionnaire survey that was distributed using face-to-face and online methods. Findings – The findings of this research revealed that social proof is positively influencing willingness to contribute, either direct or indirect, through reciprocity. In addition, trust, commitment and identification were not directly influencing willingness to contribute, however they have an indirect positive impact on willingness to contribute through reciprocity. Research limitations/implications – This study has created a research model by the use of relevant literature in regards to reciprocity and willingness to contribute. Moreover, the limitations of this study are related to the chosen sample, since the generalization of the results is done based on three countries. Practical implications – The study provides some valuable insights for crowdsourcing organizations managers who aim to increase the amount of contributions through their online communities by the use of the reciprocity theory. Detailed explanation goes in the managerial implications section. Originality/value – This research is unique in that it presents a new model that shows reciprocity as a mediating factor for improving online communities’ users attitudes towards contributing to crowdsourcing organizations.

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