关系规范和任务复杂性如何影响消费者对众包质量的看法

IF 8.6 2区 管理学 Q1 BUSINESS
Saleh Shuqair, Márcia Maurer Herter, Diego Costa Pinto, Anna S. Mattila
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引用次数: 0

摘要

尽管之前的研究表明众包主要对公司有利,但本研究通过三项研究揭示了众包(与公司生成的产品相比)产品的质量感知受关系规范的影响:社区规范(与交换规范相比)。研究 1 表明,与公司建立共同关系(与交换关系)会增强对众包产品(与公司生成的产品)的质量感知。研究 2 表明,企业的创新能力是一个潜在的机制:当消费者与企业建立起一种社区(与交换)关系时,他们会认为众包(与企业创造的创新相比)具有更强的创新能力。最后,研究 3 发现,只有当产品创新缺乏复杂性时,社区(与交换)规范对众包产品感知质量的有利影响才会成立,而高复杂性任务的影响则会减弱。通过证明关系规范的重要性及其与创新复杂性的交互作用,我们解决了消费者对众包质量感知的混合结论,为近期研究做出了贡献,并进一步为寻求有效利用众包战略的企业提供了重要启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How relationship norms and task complexity affect consumer perceptions of quality in crowdsourcing

Although prior research indicates that crowdsourcing is primarily beneficial for companies, this work reveals, across three studies, that quality perceptions of crowd-sourced (vs. company-generated) products are shaped by relationship norms: communal norms (vs. exchange norms). Study 1 indicates that developing a communal (vs. exchange) relationship with the company enhances quality perceptions of crowdsourced (vs. company-generated) products. Study 2 shows that firms' innovation ability works as an underlying mechanism: when consumers develop a communal (vs. exchange) bond with the company, they attribute greater innovation competence to crowdsourcing (vs. company-generated innovations). Finally, study 3 reveals that the beneficial effects of communal (vs. exchange) norms on perceived quality crowdsourced products only hold when the product innovation lacks complexity, and the effect is mitigated with high-complexity tasks. By demonstrating the importance of relationship norms and their interaction with innovation complexity, we resolve mixed findings on consumers quality perceptions towards crowdsourcing, contributing to recent studies and further offering important implications for firms seeking to leverage crowdsourcing strategies effectively.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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