대중이 지각한 크라우드소싱의 과업 특성이 참여의도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

Through fast growth of internet and the emergence of Web 2.0, many companies have focused on open innovation combining with internal/external knowledges and competences without the boundaries to intensify the competitiveness. Crowdsourcing, a compound word of crowd and outsourcing, is one of the most effective ways to implement open innovation and pursues various competences and expertises distributed among the crowds. The purpose of this study is to investigate the effects of the job characteristics the crowds perceived on their intrinsic motivation and find out the effects of intrinsic and extrinsic motivation on crowds’ participation intention. To meet the purpose, a survey was conducted to collect data and out of 254 people, only 107 people answered they have ever participated at crowdsourcing. Therefore only 107 answers were used to analysis and for data analyzing. With SPSS 21.0, reliability and validity and with Smart PLS2.0., structural model validation, model fit, and path analysis were confirmed. The results are as following. First, skill variety, task identity and task significance out of the five core job characteristics, were positively related to intrinsic motivation. Next, intrinsic and extrinsic motivations had an positive effect on participation intention. According to the advanced research, intrinsically motivated people tend to find many alternative solutions and new approaches, traditionally not used, because they are more flexible and patient in cognitive aspects. Also, extrinsic motivation of financial rewards and non-financial rewards revealed important motivational factors. These results indicate that when the companies try to utilize crowdsourcing, they could consider the job redesign reflecting skill variety, task identity and task significance of this study results and incentive mechanism that motivates the crowds.

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