Abstract
Building on the elaboration likelihood model (ELM) and absorptive capacity, this study develops a four-dimensional model of idea adoption in Virtual Crowdsourcing Communities (VCCs) and examines the influence of different persuasion cues on idea adoption. The research model was tested using hierarchical logistic regression based on a dataset from the Tableau community. The results show that both community recognition of users and community recognition of ideas are positively related to idea adoption. Proactive user engagement has a significant positive impact on idea adoption, while reactive user engagement has no significant impact. Idea content quality, represented by idea length and supporting arguments, has an inverted U-shaped relationship with idea adoption. Community absorptive capacity positively moderates the curvilinear relationship between idea content quality and idea adoption. These results contribute to a better elucidation of the persuasion mechanisms underlying idea adoption in VCCs, and thus provide important implications for open innovation research and practice.
Highlights
With the rapidly growing number and capabilities of digital innovation channels, and the increasing scale and complexity of user requirements and preferences, internal innovation models are increasingly being superseded by open innovation models that leverage “purposeful inflows and outflows of knowledge to accelerate internal innovation, and expand the markets for external use of innovation, respectively” (Chesbrough, 2019)
The highest correlations were between previously submitted ideas and user points ( 0.401, p < 0.001 ), idea adoption rate and number of followers in the community ( 0.487, p < 0.001), Table 4
Drawing on the elaboration likelihood model (ELM) and absorptive capacity, this study developed a conceptual model to explain the relationships between key persuasion cues and idea adoption in virtual crowdsourcing communities
Summary
With the rapidly growing number and capabilities of digital innovation channels, and the increasing scale and complexity of user requirements and preferences, internal innovation models are increasingly being superseded by open innovation models that leverage “purposeful inflows and outflows of knowledge to accelerate internal innovation, and expand the markets for external use of innovation, respectively” (Chesbrough, 2019) The manifestation of this evolution of innovation sourcing models, typically hosted over the Internet, is commonly referred to as virtual crowdsourcing communities (VCCs) (Saez-Rodriguez et al, 2016). A VCC provides an arena that allows a heterogeneous set of online users to collectively participate in the innovation process and generate a wealth of creative ideas that can be transformed into new and profitable products, services, or business models (Luo, Lan, Luo, & Li, 2021).
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