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

Wei Xiao, Xiaoling Wang, Senmao Xia, Paul Jones

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
78 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 languageEnglish
Pages (from-to)23-45
Number of pages23
JournalScience, Technology and Society
Volume27
Issue number1
Early online date3 Jul 2021
DOIs
Publication statusPublished - Mar 2022

Bibliographical note

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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

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