Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
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The Influence of Continuing Participation Intention on the Relationship between Self-Determination and Motivation Factors

자기결정성과 동기요인이 크라우드소싱의 지속적 참여의도에 미치는 영향에 대한 연구

  • Kim, So-Jeong (Dept. of Business Administration, Chungnam National University) ;
  • Kim, Hyung-Jun (Dept. of Business Administration, Chungnam National University)
  • Received : 2017.01.17
  • Accepted : 2017.03.22
  • Published : 2017.03.31
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Abstract

This research examined a study on the effect of the self-determination and motivation in the crowdsourcing on the continuous participation intention. This study has classified the three elements of the self-determination which is not forced by outer pressure has intended to analyze practically the effect on the motivation of the customers participating in the crowdsourcing into the intrinsic motivation phase and extrinsic motivation phase. The autonomy, competence and relatedness could be verified with the intrinsic motivation phase of the participants who affect positively the enjoyment and accomplishment. In the effect autonomy, competence and relatedness on the monetary compensation and recognition by others of the extrinsic motivation phase, the hypothesis that the effect autonomy, competence and relatedness of the on the monetary compensation would be negative was overruled, which must have been because while the participation in the crowdsourcing is proposing voluntarily one's own ideas, the concept that the monetary compensation makes the participants participate in order to perceive others not in the voluntary proposals but in the competitive relationships and win them worked and thus the autonomy was perceived negatively. Also, the reason why the relationship between the monetary compensation and the autonomy, competence and relatedness was not supported can be said to be because the crowding-out effect which decreases the intrinsic motivation affected the external compensation and the motivation.

인터넷의 일반화와 더불어 신제품 개발과 관련한 아이디어의 원천을 기업 외부에서 찾는 하나의 방식으로 크라우드소싱이 많이 활용되고 있는 시점에서 본 연구는 크라우드소싱에 대한 지속적 참여의도에 미치는 참여자의 자기결정성과 동기 요인에 대한 연구를 수행하였다. 연구 결과, 크라우드소싱 참여자들의 자기결정성의 세 가지 요인인 자율성, 유능성, 관계성은 참여 동기의 내재적 동기(즐거움과 성취감)에 긍정적인 영향을 미치는 것으로 나타났다. 또한 외재적 동기인 타인으로부터의 인정과 자기결정성의 요인들이 모두 유의미한 영향을 미치는 반면 금전적인 보상의 외재적 요인에는 유의미한 영향을 미치지 않는 것으로 나타났다. 본 연구에서 크라우드소싱의 지속적 참여의도에 영향을 미치는 주요 동기요인은 내재적 동기로서의 즐거움과 외재적 동기인 타인으로부터의 인정 요인이었다. 본 연구는 크라우드소싱 참여자들의 자기결정성에 대한 욕구 충족은 내재적, 외재적 동기를 활성화시켜 지속적인 참여의도에 영향을 미친다는 것을 실증적으로 규명하였다. 그러므로 기업은 성공적인 혁신 혹은 신제품 개발을 위하여 기업 외부에 존재하는 지식을 적극적으로 흡수하기 위하여 크라우드소싱을 활용하는 것이 중요하며 대중의 적극적 참여를 통해 지속적이고 장기적인 관계를 구축함으로써 경쟁력 있는 가치를 공동으로 창출할 수 있는 시스템을 만들어야 할 것이다.

Keywords

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