TY - JOUR
T1 - Exploring online social behavior in crowdsourcing communities
T2 - A relationship management perspective
AU - Shen, Xiao Liang
AU - Lee, Matthew K.O.
AU - CHEUNG, Christy M K
N1 - Funding Information:
The work described in this paper was partially supported by the grants from the Humanities and Social Sciences Foundation of the Ministry of Education, China (Project No. 13YJC630132) and the National Natural Science Foundation of China (Project Nos. 71301125, 71202120), without which the timely production of the current publication would not have been feasible.
PY - 2014/11
Y1 - 2014/11
N2 - With the popularity of social media, crowdsourcing innovation provides new ways to generate original and useful content. It offers a unique opportunity for online crowds to communicate and collaborate on a variety of topics of mutual interest. This study presents an initial attempt to explore and understand online social behavior in crowdsourcing communities, with the insights from both plural subject theory and commitment-trust theory. In particular, two different types of collective intention (i.e., we-mode collective intention, which refers to acting as a group member, and I-mode collective intention, which refers to acting interdependently to contribute to the group goal) were proposed. The research model was empirically examined with longitudinal data collected from 202 wiki users. Findings indicated that, although both I-mode and we-mode collective intentions significantly predicted online social behavior in wiki communities, we-mode collective intention exerted a greater effect on users' behavior. In addition, relationship-orientated factors (e.g., trust and commitment) only affected we-mode, instead of I-mode, collective intention. This study finally yields several implications for both research and practice.
AB - With the popularity of social media, crowdsourcing innovation provides new ways to generate original and useful content. It offers a unique opportunity for online crowds to communicate and collaborate on a variety of topics of mutual interest. This study presents an initial attempt to explore and understand online social behavior in crowdsourcing communities, with the insights from both plural subject theory and commitment-trust theory. In particular, two different types of collective intention (i.e., we-mode collective intention, which refers to acting as a group member, and I-mode collective intention, which refers to acting interdependently to contribute to the group goal) were proposed. The research model was empirically examined with longitudinal data collected from 202 wiki users. Findings indicated that, although both I-mode and we-mode collective intentions significantly predicted online social behavior in wiki communities, we-mode collective intention exerted a greater effect on users' behavior. In addition, relationship-orientated factors (e.g., trust and commitment) only affected we-mode, instead of I-mode, collective intention. This study finally yields several implications for both research and practice.
KW - Collective intention
KW - Commitment-trust theory
KW - Crowdsourcing
KW - Mass collaboration
KW - Plural subject theory
KW - Wiki community
UR - http://www.scopus.com/inward/record.url?scp=84906823150&partnerID=8YFLogxK
U2 - 10.1016/j.chb.2014.08.006
DO - 10.1016/j.chb.2014.08.006
M3 - Journal article
AN - SCOPUS:84906823150
SN - 0747-5632
VL - 40
SP - 144
EP - 151
JO - Computers in Human Behavior
JF - Computers in Human Behavior
ER -