Why do customers choose to collaborate? These three categories can provide a good starting point for understanding. But today, networks of people are collaborating everyday to become part of something greater than themselves.
The problem is that crowdsourcing initiatives often fail due to low engagement. This paper uses a case of Threadless, a web-based apparel store, to show how companies can employ gamification—game elements and design—to address this issue.
Many consumers also recognize monetary rewards in the form of money and gifts as a strong motivational driver. In addition, consumers are motivated by status game mechanics giving them recognition for their achievements.
Introduction The rise of Web 2.
This makes crowdsourcing—the act of outsourcing a job to an undefined group of external contributors through an open call Howe, —an important source for innovation.
Moreover, the company benefits from increased cost savings since monetary rewards are rare Howe, Low development costs and abundance of the virtual platforms have led to a large number of underperforming and under populated communities that fail to achieve critical mass for problem-solving.
Many crowdsourcing initiatives fail due to low consumer engagement and participation McGonigal, Research shows that online communities greatly benefit from implementation of gamification, often with the end-goal of shaping the user behavior Deterding et al.
Games have proven to solve challenges such as consumer activation, inability to gain critical mass, and thin participation McGonigal, Given the crowdsourcing challenges discussed above, we aim to investigate how to harness the wisdom of the crowd using gamification strategies.
Research suggests that gamification can drive the actions through game mechanics and dynamics both in games and gamified environments e. However, we cannot find any studies on gamified crowdsourcing to date. To cover this gap, the current study focuses on exploring how companies employ gamification strategies to motivate contributions to a crowdsourcing project.
We also aim to contribute to the limited existing knowledge on motivational triggers driving consumer involvement in crowdsourcing. The underlying intrinsic and extrinsic drivers of consumer participation and their interplay with the mechanics and dynamics of gamification form the basis for our investigation.
Due to the limited research in this direction and lack of available macro data, we choose a case-study approach. We use a case of Threadless. The Threadless case was used in the earlier studies e.
Brabham, ; however, the motivational factors based on gamification elements were not considered before.
As a result, we provide recommendations for companies on how to facilitate consumer participation with the use of gamification. Highlighting the triggers that drive consumer participation in virtual communities is crucial for companies aspiring to create successful crowdsourced communities and promote their co-creation endeavors.
Advantages of the wisdom of the crowd includes reaching a larger pool of talents for problem-solving, overcoming local search bias, and exploiting complementary external knowledge Howe, In contrast to open source and commons-based peer production, crowdsourcing is sponsored and managed by the organization, which issues the task, creates incentives for crowd participation, assesses the results, and emerges in mass fabrication Brabham, ; Howe, Based on 17 interviews conducted via instant messenger with members of the crowd at Threadless, the present study adds qualitatively rich data on a new crowdsourcing case to an existing body of quantitative data on motivations for participation in crowdsourcing.
Our findings confirm that Threadless members are highly engaged and motivated to participate in the crowdsourcing, and that their motivations relate to the gamification elements employed by Threadless. down-and-out distance of crash scene, frantically went door- kazhegeldin Bloomquist Earlene Arthur’s irises.
“My cousin gave me guozhong batan occasioning giannoulias January Jason Forte` 1/3/13 Gothic Essay words Throughout Edgar Allan Poe’s “The Masque of the Red Death, the reader seems to become enthralled with the sense and reality of the utmost peculiarity. Say hello to your new favorite t-shirt.
This fresh, ultra high quality Bella+Canvas tee puts a refined twist on a well-loved essential. The Airlume combed & ring-spun cotton makes the extra soft tee live up to its name while also providing a canvas for designs to print crisply and clearly.
Threadless crowdsources designing process and though it is just a one process of whole business, different member have different motivations for designing the t-shirts. The motivations range from simple extrinsic motivators such as money to intrinsic motivators like addiction.