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Supporting user driven innovation activities in a crowdsourcing community
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Supporting user driven innovation activities in a crowdsourcing community

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ISPIM Symposium, Seoul, South Korea, 10.12.2012

ISPIM Symposium, Seoul, South Korea, 10.12.2012

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Supporting user driven innovation activities in a crowdsourcing community Supporting user driven innovation activities in a crowdsourcing community Presentation Transcript

  • Supporting user-driven innovation activities ina crowdsourcing communityPost-doctoral researcher Miia KosonenPhD student Chunmei GanPost-doctoral researcher Heidi OlanderProfessor Kirsimarja BlomqvistLappeenranta University of Technology, Finland &Central China Normal University, Wuhan, ChinaISPIM symposium, 10.12.2012
  • Research gapsMost of the current research on online innovation communities (OICs)focuses on individual users and their characteristics such as leadusers, not the features of the actual communityResearch questions: How does 1) norms of collaboration 2) trust inhosting company 3) perceived easiness of use and 4) support forknowledge integration drive the intentions to share knowledge in anidea crowdsourcing community?
  • Key conceptsOnline (innovation) community – a group of voluntary memberssharing a certain interest and collaborating around such interestusing online communication technologiesCrowdsourcing – outsourcing a task by making an open call to anundefined but large group of peopleIdea crowdsourcing – soliciting and facilitating user input to developor modify products and servicesCrowdsourcing community – online innovation platform where ideasor other input by identifiable users is provided in an on-going basis,in contrast to temporary groups View slide
  • Theoretical background for studyingOICsCommunity trust – perceived properties of or reliance on a socialsystem constituting a community.• Collaborative norms – expectations of collaborative values andbehavior• Trust in the community sponsor – beliefs of its goodwill andintegrityCommunity support – providing the necessary conditions for sharingand creating knowledge.• Technology-based support – perceived easiness of use, makingthe community more comprehensive and usable• Knowledge-based support – inspiring creativity and helping usersto formulate their thoughts View slide
  • Research model and hypothesesNorms ofcollaborationTrust in hostingcompanyPerceivedeasiness of useIntention toshare knowledgeSupport forknowledgeintegrationCommunity trustCommunity support-technology-based-knowledge-basedH2H1H3H4
  • Research methods and data collectionWeb-based survey among Chinese users of IdeasProject− Idea crowdsourcing community powered and hosted by Nokia, launched in2011− Open idea space & periodic idea challenges around specific themesData collected in February-April 2012, resulting in 283 responses, ofwhich 241 were valid for further analysis− 84 % of respondents were male− 74,2 % of respondents were between 18 and 28 years old− Mostly newcomers – 73 % has been a member for less than one month− More than 1.500 Chinese users - 23.000 users worlwide at the time− More than 11.000 ideas altogether
  • AnalysisNorms ofcollaborationTrust in hostingcompanyPerceived easinessof useIntention to shareknowledge(R2=0.377)0.0170.354***0.186**0.161*GenderAge-0.082* -0.003 -0.001Control variables*** < .001; ** < .05; * < . 10.MembershipSupport forknowledgeintegrationFigure. Results of PLS analysis• Partial Least Squares (PLS) method was used to test the theoretical model• Reliability, convergent validity and discriminant validity were assessed• Factor analysis and correlation analysis were conducted• 37.7% (R2)
  • Results1. Knowledge sharing intentions are mostly drivenby trust in the hosting company2. Community support also affects knowledgesharing intentions3. In contrast, norms of collaboration did not havea significant effect due to the newness of thecommunity
  • ConclusionsResults give valuable input of what OIC newcomers value in thecommunity− Positive intentions to share even if not yet collaborative− Role of community organizer and its fair practices, care-taking− Paying attention to how to support the actual knowledge creation:providing more constructive feedback, offering a broader set of channelsfor user-to-user interaction− Contributes by unraveling two focal constructs for OIC research:community trust and community support, which deserve furtherinvestigation
  • ConclusionsResults give valuable input of what OIC newcomers value in thecommunity− Positive intentions to share even if not yet collaborative− Role of community organizer and its fair practices, care-taking− Paying attention to how to support the actual knowledge creation:providing more constructive feedback, offering a broader set of channelsfor user-to-user interaction− Contributes by unraveling two focal constructs for OIC research:community trust and community support, which deserve furtherinvestigation