Motivation drivers of millenniums for engaging in crowdsourcing ventures

Double Degree

Crowdsourcing, as the name implies, runs and succeeds on the crowd – the individuals who voluntarily dedicate their time towards this problem solving approach. Therefore, understanding the participation’s underlined motivations is a crucial requirement towards an effective crowdsourcing venture. Current research struggles with assessing these motivations while taking into consideration the variety of crowdsourcing scenarios. Simultaneously, there is a lack of a common motivational variable framework, on which literature can develop upon. To contribute towards these gaps, this research deploys a factorial survey to 174 respondents of the Millennium generation, through which it assesses this particular crowd’s perception of four commonly analyzed motivational dimensions in current crowdsourcing motivation literature: Sense of Cooperation & Community; Monetary Compensation; Sense of Efficacy; and Signaling & Human Capital Advancement. Results found Monetary Compensation and Sense of Efficacy to be motivations supporting the millennial generation participation in crowdsourcing ventures. Research and managerial contributions are discussed, as well the limitations of this study.