Crowdsourcing innovation and product development: Gamification as a motivational driver
Crowdsourcing innovation and product development: Gamification as a motivational driver
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DOI：
10.1080/23311975.2015.1128132
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发表时间：
2016-01
影响因子：
3
通讯作者：
Maya Kavaliova;Farzad Virjee;Natalia Maehle;I. Kleppe
中科院分区：
文献类型：
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作者：
Maya Kavaliova;Farzad Virjee;Natalia Maehle;I. Kleppe
摘要 众包（通过公开征集将工作外包给外部贡献者）已成为创新过程和产品开发的重要组成部分。然而，许多众包计划由于参与度和参与度低而失败。在本文中，我们旨在探讨公司如何利用游戏化（游戏元素和设计技术）来激励对众包项目的贡献。基于对基于网络的服装商店 Threadless 的探索性案例研究，我们提出了可以帮助公司利用全球能力进行新产品开发的建议。 Threadless 通过广泛的游戏元素和游戏机制运用游戏思维，包括挑战、成就、倒计时、发现、积分、奖励计划和状态。我们的分析表明，消费者是寻找乐趣的人。如果他们认为活动很有趣，他们就会不求任何回报地开展活动。此外，公司应该公开承认消费者的贡献，并通过使用灵活的奖励制度、地位和挑战来给予他们认可。尽管外在奖励很重要，但也必须认识到内在因素对于维持消费者的持续参与至关重要，因此我们强烈建议公司围绕其众包项目建立一个强大的虚拟品牌社区。
Abstract Crowdsourcing—outsourcing a job to external contributors through an open call—has become an important part of innovation process and product development. However, many crowdsourcing initiatives fail due to low engagement and participation. In the current paper, we aim to explore how companies can employ gamification—game elements and design techniques—to motivate contributions to a crowdsourcing project. Based on an exploratory case study of Threadless, a web-based apparel store, we propose implications that can assist companies in leveraging global capabilities for new product development. Threadless employs game thinking through a wide array of game elements and game mechanics including challenges, achievements, countdowns, discovery, points, reward schedules, and status. Our analysis shows that consumers are fun seekers. They will carry out activities without expecting anything in return, if they perceive it as being fun. Moreover, companies should openly acknowledge consumers’ contributions and give them recognition by using flexible reward system, statuses, and challenges. Despite the importance of extrinsic rewards, it is also essential to realize that intrinsic factors are crucial for maintaining consumers’ continued engagement and therefore we strongly recommend companies to build a strong virtual brand community around their crowdsourcing projects.