Comprendre la participation des internautes au crowdsourcing : une étude des antécédents de l'intention de participation à une plateforme créative

Abstract : The objective of this thesis is to better understand the participation of internet users in creative crowdsourcing activities, which is often used in marketing to generate new innovation and/or communication ideas. After providing a definition and a conceptual delimitation of the term, we propose a literature review about the participants and their motivations to contribute. We then present the results of three exploratory studies which help us better understanding who these participants are and what influences their participation on a crowdsourcing platform. This literature review and the results of our exploratory studies then allow us to propose a theoretical model based on the Theory of Planned Behavior (TPB), and to test it with a questionnaire sent to eYeka community members. The analysis of 1,261 responses as well as secondary data reveals that participation intention is predicted by the members’ attitude towards the brief (which is, in turn, best predicted by the task’s perceived autonomy) and the attitude towards the platform, but not by the attitude towards the brand which sponsors of the contest. Peer pressure is another antecedent to be positively and significantly correlated to participation intention, but the hypothesized moderating effect of cultural variables is not verified. Finally, we find that participation intention positively predicts effective participation, and that this relationship is moderated by the professional status of the individual. We end our work with a discussion of our results and by outlining future research proposals for academics to consider.
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Yannig Roth. Comprendre la participation des internautes au crowdsourcing : une étude des antécédents de l'intention de participation à une plateforme créative. Gestion et management. Université Panthéon-Sorbonne - Paris I, 2016. Français. ⟨NNT : 2016PA01E003⟩. ⟨tel-01560825v3⟩

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