Interaction design for open innovation platforms: A social exchange perspective
研究了众包平台上问题提出者和解决者对四种交互设计特征的不同偏好，发现一种能平衡双方需求的“最佳”配置，并识别出影响偏好的个人特征。
Abstract We investigate the interaction design preferences of solution seekers and problem solvers on open innovation (crowdsourcing) platforms. Drawing on social exchange theory (SET), we hypothesize that seekers and solvers have different preferences for the configuration of four central interaction design features of a crowdsourcing platform: communication channels, collaboration options, selection of winning submissions, and feedback mechanisms. Based on a conjoint study with 842 respondents, we show conflicting preferences for the configuration of these features, but also find a surprisingly consistent “best” configuration that can balance the individual preferences of both seekers and solvers. In addition, we identify social trust, risk aversion, and the need for cognition as three personal characteristics of individuals in seeker organizations and solvers that influence their preferred configuration of platform design. Our findings help intermediaries operating a crowdsourcing platform to offer nuanced platform interactions that align how individuals in seeker organizations (e.g., project managers) and individual solvers create and capture value in crowdsourcing. Furthermore, we contribute to the micro‐foundations of open innovation by proposing SET as a novel perspective to examine how the expectations and value drivers of all parties involved in a crowdsourcing project can be balanced.