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What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling / Wei Xiao, Xiaoling Wang, Senmao Xia, Paul Jones

Science, Technology and Society, Start page: 097172182110253

Swansea University Author: Paul Jones

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Abstract

Crowdsourcing enterprises increasingly seek to attract and persuade makers to contribute their creativity and wisdom through digital storytelling, however, what are the effective components of digital storytelling and the persuasive effect of digital storytelling on creative crowdsourcing intention...

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Published in: Science, Technology and Society
ISSN: 0971-7218 0973-0796
Published: SAGE Publications 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa57050
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Abstract: Crowdsourcing enterprises increasingly seek to attract and persuade makers to contribute their creativity and wisdom through digital storytelling, however, what are the effective components of digital storytelling and the persuasive effect of digital storytelling on creative crowdsourcing intention are still unclear. To fill this gap, this study explores how digital storytelling persuades makers to generate creative crowdsourcing behavioural intention by utilising Unified Theory of Acceptance and Use of Technology (UTAUT). Results reveal that the persuasion activity of digital storytelling has a positive effect on creative crowdsourcing intention. The effective components of digital storytelling are mainly composed of aesthetic perception, narrative structure and self-reference. UTAUT and its four core concepts (performance expectation, effort expectation, social influence and facilitating condition) mediate the impact of digital storytelling on the creative crowdsourcing intention, which reveals the persuasive source of digital storytelling. We highlight the theoretical implications as well as the practical applications in creative crowdsourcing.
Keywords: Digital storytelling, creative crowdsourcing intention, Unified Theory of Acceptance and Use of Technology, creative crowdsourcing
College: School of Management
Start Page: 097172182110253