What Drives Creative Crowdsourcing? An Exploratory Study on The Persuasion of Digital Storytelling

Wei Xiao; Xiaoling Wang; Senmao Xia; Paul Jones

doi:10.1177/09717218211025355

What Drives Creative Crowdsourcing? An Exploratory Study on The Persuasion of Digital Storytelling

Wei Xiao, Xiaoling Wang, Senmao Xia, Paul Jones

CBL International Centre for Transformational Entrepreneurship (ICTE)

Research output: Contribution to journal › Article › peer-review

7 Citations (Scopus)

107 Downloads (Pure)

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.

Original language	English
Pages (from-to)	23-45
Number of pages	23
Journal	Science, Technology and Society
Volume	27
Issue number	1
Early online date	3 Jul 2021
DOIs	https://doi.org/10.1177/09717218211025355
Publication status	Published - Mar 2022

Bibliographical note

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

Funder

Youth program of National Social Science Foundation of China, Grant number 18CGL005; the Youth program of Shanghai Social Science Foundation, Grant number 2017EGL007; the program of Shanghai Social Science Foundation, Grant number 2020BGL004; ‘Urban Grassroots Governance Refinement and Legalization’ workshop of Shanghai Normal University

Keywords

creative crowdsourcing
creative crowdsourcing intention
Digital storytelling
Unified Theory of Acceptance and Use of Technology

ASJC Scopus subject areas

General

Access to Document

10.1177/09717218211025355

Post-PrintAccepted author manuscript, 548 KBLicence: CC BY-NC-ND

Cite this

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What Drives Creative Crowdsourcing? An Exploratory Study on The Persuasion of Digital Storytelling

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