The Factors Influencing the Sustained Engagement Behaviour of Crowdsourcing Participants

Abstract

Purpose-Over the past few years, more crowdsourcing sites have emerged and crowdsourcing users have been faced with more temptations, leading to a loss of users on some crowdsourcing sites. In order to retain crowdsourcing users, the aim of this paper is to explore the factors that influence the continued engagement behaviour of crowdsourcing participants. Design/methodology/approach-Based on Maslow's Hierarchy of Needs Theory and Expectation Confirmation Theory, this paper investigates the factors influencing the sustained participation behaviour of respondents, starting from their motivation and experience after initial participation. Based on this, we propose a hypothesis and a model, and use the Yippee Wizards platform as the research object, obtain questionnaire data in the form of task distribution and conduct an empirical test through SPSS. Findings-The results found that economic motivation was the most significant motivator for the recipient to engage in crowdsourcing activities, that belongingness and satisfaction mediated the chain between expectation confirmation and continued engagement behaviour, and that a higher user rating promoted the utility of belongingness on satisfaction. Originality/value-This empirical analysis demonstrates that the level of wizards moderates the relationship between belonging and satisfaction, and that the higher the level of wizards the greater the facilitation effect.