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Adopting Seekers' Solution Exemplars in Crowdsourcing Ideation Contests: Antecedents and Consequences

机译：采用寻求者的解决方案在众包中的举例案例：前一种和后果

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摘要

To benefit from the wisdom of the crowd in ideation contests, seekers should understand how their involvement affects solvers' ideation and the ensuing ideas. This present study addresses this need by examining the antecedents and consequences of solvers' exemplar adoption (i.e., use of solution exemplars that the seekers provide) in such contests. We theorize how the characteristics of seekers' exemplars (specifically, quantity and variability) and prizes jointly influence exemplar adoption. We also consider how exemplar adoption affects the effectiveness of the resulting ideas, conditional on solvers' experience with the problem domain of the contests. The results from a company naming contest and an ad design contest show that exemplar quantity and exemplar variability both positively affect exemplar adoption, but the effects are strengthened and attenuated, respectively, by prize attractiveness. The outcomes of a campaign using the ads from the design contest further show that greater exemplar adoption improves ad effectiveness (in terms of click-through performance) although this is negatively moderated by solvers' domain experience. We discuss the theoretical and practical contributions of this research to ideation contests.
机译：为了受益于观念竞赛中人群的智慧，寻求者应该了解他们的参与如何影响求解者的想法和随之而来的想法。本研究通过检查求解器示例采用的前一种和后果来解决这项需求（即，在这些比赛中使用寻求者提供的解决方案示例）。我们了解寻求者示范的特点（具体地，数量和变异性）和奖励共同影响示例的采用。我们还考虑示例采用如何影响所产生的思想的有效性，条件对议员问题领域的求解者的经验。公司命名竞赛和广告设计比赛的结果表明，示例性数量和示例性变异既积极影响示例采用，但效果分别通过奖品吸引力加强和衰减。使用来自设计竞赛的广告的活动的结果进一步表明，更大的示例采用可以提高广告效果（在点击性能方面），尽管求解器的域体验是负面的缓和。我们探讨了这项研究对想象竞赛的理论和实践贡献。

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