Crowdsourcing as a Mobile ServiceCase Study: Publishing Photography

Wael Soliman & Virpi Kristiina Tuunainen

Aalto University School of Economics

Department of Information and Service Economy

AGENDA***

• Introduction

• Research Motivation

• Research Question

• Research Approach/Methodology

• Preliminary Findings

Introduction - What is Crowdsourcing?***

“Strategic model to attract an interested, motivated crowd of individuals capable of providing solutions superior in quality and quantity to those that even traditional forms of business can” provide (Brabham, 2008, p.79).

Or, just simply “outsourcing to the crowd”

Crowdsourcing Common Models***

Client (seeker)

Crowd (solver)

Platform (Internet)Moderated by

Client or Third Party

Research Motivation***

Utilitarian ISThe dominant design objective is to encourage productive use.

Hedonic ISThe dominant design objective is to encourage prolonged use.

What about IS that lie in between?

Research Question***

• How the users perceive the service?

• What motivates participation?

• What demotivates participation?

Research Approach***

Multi-method, multi-stage approach:

1st stage:• Qualitative approach based on interviews with the case

company and the service users. • Three user groups were identified and invited for

interview (motivated – trial – unmotivated). • So far, we received responses from the motivated user

group.

Theoretical Background***

• Self-Determination Theory (Deci et al., 1999; Ryan and Deci, 2000)

– Intrinsic motivation: Doing something BECAUSE it is inherently enjoyable – Extrinsic motivation: Doing something BECAUSE it leads to a separable

outcome.

• Motivational Factors Framework (Nov et al, 2010)

– Motivation type: intrinsic and extrinsic – Aim of the act: towards the self and towards others

Preliminary Findings***

Intrinsic Motivation Extrinsic Motivation

Aimed at the Self • Enjoyment • Fun• Role playing (Paparazzi)• Feels like ”game or match”

• Financial Reward• Photography skill

development

Aimed at the Others • Commitment to society• People have the right to

know

• Reputation by getting your name published in the Media

Expected Contributions***

• To theory - Introducing the concept of ”Hedonic Productivity”.

Information systems that are used for their apparent hedonic value; while at the same time facilitate the production of utilitarian outcome; where users are not necessarily aware of the value of their contributions.

- Gaining an insight on users’ motivation for continuous use of technology within a new context (mobile crowdourcing).

• To Practice- The company should gain a better understanding of their users,

allowing it to tailor its offering to fulfill the business requirement while satisfying the crowd’s expectations.

Comments / Questions***

Thank you!

References

• Brabham, D. C. (2008). Crowdsourcing as a Model for Problem Solving: An Introduction and Cases. Convergence: The International Journal of Research into New Media Technologies, 14(1), 17.

• Deci, E., Koestner, R., & Ryan, R. (1999). A Meta-Analytic Review of Experiments Examining the Effects of Extrinsic Rewards on Intrinsic Motivation. Psychological Bulletin, 125(6).

• Nov, O., Naaman, M., & Ye, C. (2010). Analysis of Participation in an Online Photo-Sharing Community: A Multidimensional Perspective. Journal of the American Society for Information Science and Technology, 61(3), 13.

• Ryan, R., & Deci, E. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25, 54–67.

• http://www.selfdeterminationtheory.org/theory

Research Approach

• Multi-method, multi-stage approach:

1st stage:

Qualitative approach based on interviews with the case company and the service users (3 GROUPS).

2nd stage: quantitative approach based on *quasi-experimentation (free choice);

and/or (to be decided!!) *survey (self-reporting)