CROWDSOURCING AS A MOBILE SERVICE - CASE STUDY: PUBLISHING PHOTOGRAPHY

Crowdsourcing- a method for companies to utilize the power of the crowd through internet-based platforms- is a relatively new phenomenon. When offered as a mobile service, crowdsourcing transcends the spatial, temporal and contextual barriers of traditional job requirements, offering an ubiquitous service and access, and providing a suite of both utilitarian and hedonic functions. IS literature indicates that users? extrinsic motivation is a stronger determinant to use utilitarian systems, while intrinsic motivation is a stronger determinant for hedonic systems. However, when the crowdsourced service, such as photography, is both hedonic and utilitarian by nature, users? perceptions of the service are unclear. Earlier research reports mixed results: while some studies suggest that tangible rewards can have an impact on the intrinsic motivation, other studies suggest the opposite. Hence, our study focuses on how the users perceive mobile crowdsourcing services, what motivates them to participate, and how the financial reward affects their intention to participate. In this paper, we outline an ongoing study of a company in Finnish publishing industry crowdsourcing photography. After interviews with the company executives, we will next conduct a series of interviews with the users, and finally, conduct a quasi-experiment to test the developed theoretical model

How to Transfer a Coupon-Based Event into a Hedonic Shopping Experience? Retail Branding Implications Based on the Glamour Shopping Days

The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions

참신성에 따른 스타트업 크라우드펀딩 창업 자금 조달 전략

학위논문(박사) -- 서울대학교대학원 : 공과대학 협동과정 기술경영·경제·정책전공, 2023. 2. 황준석.This thesis explores startups' fundraising and development strategies that started from novel ideas to sustainable companies through crowdfunding. From the stage of persuasion by presenting novel ideas to subsequent business development, the study analyzes the factors that enable startups to grow successfully through crowdfunding and accordingly reveals what an effective action strategy from the entrepreneur's point of view is. The purpose of the thesis is to understand the cycle of the campaign, value delivery, and subsequent development while focusing on the strategic perspective of entrepreneurs using crowdfunding as an entrepreneurial fundraising tool. First, at the fundraising point, which is the beginning of crowdfunding startups, the study focuses on indicators that can measure an idea's novelty and explore the behavioral strategies of founders during crowdfunding campaigns according to the degree of novelty. This study proposes a machine learning-based methodological measurement to understand the novelty and presents a behavioral strategy using the method. The study demonstrates that the novelty of an idea is a crucial element in changing the direction project founders must act for successful fundraising in reward-based crowdfunding. The second study proposes a framework for a satisfactory crowdfunding experience for reward-based crowdfunding participants. Through the framework of utilitarian-hedonic value delivery borrowed from consumer research, the study finds the determinants of how founders deliver value to crowdfunding participants after realizing business ideas. This study explores the post-campaign idea implementation and satisfaction delivery process, taking preliminary steps to broadly understand the subsequent business processes after fundraising. The third study examines the differences in characteristics of crowdfunding startups that have attracted follow-up venture funds. In particular, the study analyzes how the timing and valuation of follow-up venture financing are affected by the characteristics of the crowdfunding campaign process. This study in-depth finds the relationship between the process of crowdfunding and long-term sustainable startups.Chapter 1. Introduction 1 1.1. Research Background 1 1.2 Research Objectives 4 1.3 Research Outline 5 Chapter 2. Literature Review 8 2.1 Entrepreneurial Financing 8 2.1.1 Venture Capital 8 2.1.2 Crowdfunding 11 2.1.2.1 Crowdfunding in entrepreneur perspectives 12 2.1.2.2 Crowdfunding in investor perspectives 14 2.2 Idea Realization 16 2.2.1 Signaling theory 18 2.3 Contribution of the study 19 Chapter 3. Effective Strategies to Attract Crowdfunding Investment Based on the Novelty of Business Ideas 23 3.1 Introduction 24 3.2 Literature Review 27 3.2.1 Crowdfunding as entrepreneurial financing and signaling theory 27 3.2.2 Novelty of an idea and crowdfunding success 29 3.2.3 Measuring novelty and innovation performance 31 3.3 Theoretical framework and hypotheses development 33 3.3.1 Ideas novelty 34 3.3.2 Target diversification and an ideas novelty 36 3.3.3 Information updates and two-sided communication 39 3.3.4 Method 45 3.3.4.1 Data sources 45 3.3.4.2 Descriptive statistics 46 3.3.4.3 Dependent and explanatory variables 47 3.3.4.4 Control variables 49 3.3.4.5 Empirical model 51 3.3.5 Results 54 3.3.6 Discussion 66 Chapter 4. Delivering Satisfaction after Crowdfunding through Utilitarian and Hedonic Value Structure 74 4.1 Introduction 75 4.2 Theoretical Background 77 4.2.1 Idea realization in crowdfunding 77 4.2.2 Market feedback from funder satisfaction after fundraising 78 4.2.3 Idea implementing capacity: delivering the utilitarian value 81 4.2.4 Emotional satisfaction of participating innovation: improving the hedonic value 84 4.3 Research objective, Methodology, and Data 88 4.3.1 Research objective and data source 88 4.3.2 Dependent variable 89 4.3.3 Explanatory variables 90 4.3.4 Control variables 91 4.3.5 Descriptive statistics 92 4.3.6 Empirical model 93 4.4 Results and Discussion 96 4.4.1 Empirical results 96 4.4.2 Discussion 99 4.5 Conclusion 102 4.5.1 Limitations and further studies 103 Chapter 5. Subsequent funding of crowdfunded startups: Focusing on factors affecting follow-up funding amount and timing 105 5.1 Introduction 106 5.2 Theoretical framework and hypotheses 109 5.2.1 Crowdfunding as entrepreneurial financing 109 5.2.2 Venture financing performance: amount and timing 112 5.2.3 Research framework 113 5.2.4 Feedback aspect and follow-up financing 114 5.2.4.1 Securing market expectation 114 5.2.4.2 Securing market satisfaction/dissatisfaction 117 5.2.5 Relationships with investors and follow-up funding 119 5.3 Data and method 122 5.3.1 Data sources 122 5.3.2 Descriptive statistics 123 5.3.3 Dependent and explanatory variables 124 5.3.4 Control variables 127 5.3.5 Empirical model 128 5.4 Results 130 5.5 Discussion with case studies 135 5.6. Limitations and further research 141 Chapter 6. Conclusion 144 6.1 Overall Summary 144 6.2 Implications and Contributions 148박

How do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study

Using data from a large-scale field study, we show that (perceptions of) crowding change(s) the composition of a consumer's shopping basket. Specifically, as shoppers experience more crowding, their shopping basket contains (a) relatively more affect-rich (“hedonic”) products, and (b) relatively more national brands. We offer a plausible dual-process explanation for this phenomenon: Crowding induced distraction limits cognitive capacity, increasing the relative impact of affective responses in purchase decisions. As we are the first to show that level of crowding relates to what shoppers buy (at both product and brand level), the implications of these effects for retailers are discussed

Leveraging Customer-integration Experience: A Review of Influencing Factors and Implications

Organizations have increasingly begun to co-create innovations, conduct idea competitions, or conduct crowdsourcing initiatives with customers in online communities. Yet, many customer-integration methods fail to attract sufficient customer participation and engagement. We draw on previous research to identify customers’ experience as an important determinant of whether customer-integration initiatives succeed. However, research has rarely applied the notion of experience in the context of customer integration. We conduct a cross-disciplinary literature review to identify the factors that constitute a positive customer-integration experience and the implications of the customer-integration experience. Based on 141 papers from marketing, technology and innovation management, information systems, human-computer interaction, and psychology research, we derive a framework for customer-integration experience that integrates 22 conceptually different influencing factors, 15 implications, and their interrelatedness based on motivation-hygiene theory. The framework sheds light on the current state of research on customer-integration experience and identifies possibilities for future research

A Theoritical Approach To The Strength Of Motivation In Customer Behavior

The aim of marketing is to meet and satisfy target customers needs and wants The field of consumer behavior studies how individuals groups and organizations select buy use and dispose of goods services ideas or experiences to satisfy their needs and desires Understanding consumer behavior is never simple because customers behaviors are changeable They may not be in touch with their deeper motivations and they may respond to influences and change their minds at the last minute All marketers can profit from understanding how and why consumers buy If you do not understand your customer s motivations needs and preferences you will fall into some major mistakes The need to predict consumer behavior outcomes is considered to be a very important issue for marketers Isolated individual psychological constructs such as attitudes motives personality traits and learning styles have been used to identify their predictive capacity for actual consumer behavior with varying degrees of success In this study the strength of motivation in customer behavior was investigated in a theoretic manne

People-Driven, ICT-Enabled Innovation: Crowdsourcing

Crowdsourcing reflects the idea that a firm or a person, in an effort to solve specific problem(s), seeks voluntary help from the general public via an open call, by utilizing the available information and communication technologies (ICT). Such description accentuates two central assumptions. Firstly, while recent advances in ICT have enabled novel and innovative applications of crowdsourcing; it is by no means a post-Web phenomenon. In fact, examples of inviting unknown crowds to participate in solving a challenge have been around for centuries. Secondly, crowdsourcing is a multi-faceted and complex phenomenon where social, technological and economic forces are at play; and as such, any attempt at understanding crowdsourcing while ignoring such complexity can be misleading. The objective of this dissertation is to contribute to the accumulating body of knowledge on crowdsourcing, both at organizational and individual levels of analysis, with the following broad questions in mind. How has complexity research aided organization scholars to theorize about innovation in general, and what could crowdsourcing researchers learn from this line of research? To what extent does the crowd represent a threat to professionalism, and to what extent could organizations exploit this threat as a source of opportunity? What factors motivate the crowd to repeatedly participate in crowdsourcing services? And as the time passes, what makes them discontinue their participation? These four questions, respectively, have guided the research efforts reported in the four articles included in this dissertation. Together, these four articles provide a holistic and multi-perspective understanding of crowdsourcing. From an organizational perspective, articles I and II – predominantly conceptual (theoretical) in nature – identify the key characteristics of organizations as complex adaptive systems, and provide a theoretical foundation for crowdsourcing as a sourcing strategy that enhances organizational survival chances. Then, from an individual perspective, articles III and IV provide an interpretive understanding of the use lifecycle of crowdsourcing systems. Based on a longitudinal empirical investigation of a popular crowdsourcing platform, these two articles report on: a) the key factors responsible for attracting members of the crowd to adopt the said technology; b) the key factors responsible for driving them to continuously use it for extended periods of time; and c) the key factors responsible for them to discontinue using it. The thesis concludes with a discussion of the key theoretical and practical contributions, as well as the limitations and directions for future research