The value co-creation modes selection based on crowdsourcing

Based on the variety of crowdsourcing modes and the interaction between users, we construct three modes—no co-created participant, no expert, some experts. We identified the valid mechanism for firm and users to choose the best co-creation mode. The results show that (i) when the potential user is enough, they are not involved in co-creation; when the potential user is less, both firm and users prefer to participate in co-creation, (ii) the co-creation mode selecting depends on the degree of effort transposition and the number of users. When the degree of effort transposition is large but the number of potential users is very small, the firm and users choose “no experts” co-creation mode. On the contrary, they choose “some experts” co-creation mode.