Why Do Online Crowdsourcing Platform (OCP) Visitors Recommend Idea Competition to Others?

Abstract

As more and more companies want to efficiently utilize good ideas from external personnel, the online crowdsourcing platform (OCP) has developed. Problem solvers, such as companies and organizations, post the idea recruitment information they need online. Solvers visit OCPs to search and participate in several idea contests. The objective of the current study is to explore the leading factors of recommendation intention of OCP visitors. This paper is based on a survey of OCP visitors in South Korea. The data were validated with structural model equations. The empirical results verified that outcome expectation has a significant positive effect on attitude and recommendation intention. Career promotion does not have a significant positive impact on attitude, while it affects recommendation intention. Corporate reputation is not significantly related to attitude, while it positively influences recommendation intention. The results pointed out that task identity does not have a significant influence on attitude and recommendation intention. Duration does not have a significant correlation with attitude, while it impacts recommendation intention. Attitude has a significant association with recommendation intention. The results of this study will provide useful information for seekers and solvers.