Investigating the antecedents of organizational task crowdsourcing
Authors: Ye, Hua (Jonathan); Kankanhalli, Atreyi
Journal: Information & Management (2015)
Crowdsourcing is gaining traction as a possible approach for organizational task solving. However, few studies have explored and statistically tested the antecedents behind organizations’ intention to crowdsource. This paper examines the antecedents of firms’ crowdsourcing intention based on transaction cost theory and the resource based view, and test them using survey data from 161 organizations. Results show that the perceived benefits of cost reduction, brand visibility, and access to specialized skills positively affect firms’ intention to crowdsource while codification cost and proposal evaluation cost negatively influence firms’ crowdsourcing intention both directly and indirectly through diminishing perceptions of cost reduction.