Examining Motivation Factors on Bidding Decision in Crowdsourcing Platforms: Can Trust Mediates Motivation Factors on Bidding Decision in Crowdsourcing Malaysia: A
Conceptual Study in Malaysia
Luqmanul Hakim Johari1*, Ahmad Syahmi Ahmad Fadzil1, Nor Azairiah Fatimah Othman1
1 Faculty of Business and Management Universiti Teknologi MARA, 85000 Segamat, Johor, Malaysia
*Corresponding Author: [email protected]
Accepted: 15 February 2023 | Published: 1 March 2023
DOI:https://doi.org/10.55057/ijbtm.2023.5.1.3
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Abstract: Crowdsourcing in Malaysia has been recognised as an emerging industry that can be used as a platform to generate more income and offer businesses the chance to conduct their operations more innovatively. Crowdsourcing has become an efficient method for businesses to offer work opportunities to the general public so that they can apply their skills and earn more money. It is estimated that about 258,482 Malaysian digital talents that participate in crowdsourcing. The crowdsourcing system depends a lot on how many people use the platform.
This is important for the success of the platform. However, the factors that motivate crowds to remain on the platform remain unclear, and there is very little literature on the subject. This paper is a conceptual paper that generates research propositions based on the comprehensive literature review and several theories regarding decision-making in crowdsourcing. Despite this, the paper is conceptual. Still, the claims made are based on theory, but they need to be tested in the proposed setting and context. In the future, researchers could add to the conceptual framework by validating the hypotheses more and adding mediators to the relationships that have been proposed. Other consequences and suggestions were also discussed.
Keywords: Crowdsourcing, Bidding decision, Monetary reward, Gamification artifacts, Hedonic reward, Trust.
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1. Introduction
Crowdsourcing in Malaysia is one of the digital economy's pillars, contributing 22.6% of the Malaysian GDP in 2020. This sector also contributes 7.7% of total employment in Malaysia (Economy, 2021). Malaysian Digital Economy (MDEC) is the governing body that controls and initiates programs to sustain Malaysian crowdsourcing activity in Malaysia. It was established in 1996 as the lead agency to implement the MSC Malaysia initiative. Recently, MDEC conducted two eRezeki Global Online Workforce (GLOW) programs to help Malaysian people get jobs and generate income through a crowdsourcing platform. eRezeki allows users, especially those from low-income backgrounds, to earn money by completing digital tasks for businesses through an online crowdsourcing platform (Janom et al., 2020). In eRezeki, people's abilities are evaluated, and their digital job is assigned accordingly. As of
2020, this platform generated RM1.3 billion in income and gained 700,000 participants in Malaysia.
The emergence of digital crowdsourcing in Malaysia began in 2016 when the former Prime Minister Datuk Sri Najib Tun Abdul Razak allocated a budget worth RM100 Million to the Malaysian Digital Economy. In Malaysia, a crowdsourcing project launched by the government and managed by MDEC (Malaysia Digital Economy Corporation) aimed to help the B40 group of the community generate supplemental income by connecting them to established domestic and international-based online crowdsourcing platforms (Nain et al., 2021). The purpose of these projects is to encourage the participation of Malaysian citizens in engaging with the digital economy (Mansor, 2018). eRezeki, a crowdsourcing initiative, was launched in 2016, and a sub-program of eRezeki called Global Online Workforce (GLOW) was also launched in 2016. With eRezeki help, people from low-income backgrounds can find ways to supplement their income using online tools and resources (Nain et al., 2021). eRezeki was one of the programs that intended to provide an alternative online income-generating channel for digital workers (Janom et al., 2020). Participants receive instruction in the skills they need to join a modern, competitive workforce. Meanwhile, a consistent and full-time Crowdsourcing-based digital income program for Malaysians. Global Online Workforce (GLOW) will provide Malaysians with the skills and knowledge necessary to become prosperous digital freelancers.
It has assisted tens of thousands of Malaysians in obtaining and performing freelance work via digital platforms (MDEC, 2022). There are numerous crowdsourcing platforms introduced by the government and nongovernment agencies via eRezeki platform such as Teknologi (M) Sdn., M.M.B.H., Multimedia Bhd. Synergy Corporation Sdn. Bhd., Hot Bounty and many more in order to encourage the individuals (B40) or SMEs to leverage the crowdsourcing practices in order to increase them profits and boost productivity through digitalization (Mansor, 2018).
The origin of crowdsourcing can be traced back to 1714 when the British government offered crowd rewards to those who discovered a method for determining a ship's longitude at sea.
Modern crowdsourcing is defined as "transferring jobs within an internal organisation to a large crowd of crowd workers through an open call" (Howe, 2009). The term "crowdsourcing" refers to a method of organising labour in which businesses assign tasks to a large group of people, typically those with access to the Internet, and pay anyone in the "crowd" who completes the assignment. Companies have used crowdsourcing by advertising job openings on their own websites. Crowdsourcing activity may occur in 2 models: the contact hiring and contest models.
A contract hiring model is where a job requester directly hires a digital worker based on their online profiling to complete the project (Assemi, 2022).
Crowdsourcing is a concept that consists of 3 key components that were ((Janom et al., 2020).
1) Job provider.
2) Platform (Web platform that act as third party to allow the job providers to access the crowd.
3) Digital work
Figure 1: Crowdsourcing Framework (Sources (Janom et al., 2020)
The term "crowdsourcing platform" (CP), which can also refer to a "online labour market" or
"online outsourcing platform," is an online platform where job providers can find skilled digital worker to perform a variety of tasks for them (Guo, 2017). Crowdsourcing ecosystem is a sociotechnical system and a digital working environment that opposes conventional market models. Essentially, an online crowdsourcing platform is a Web-based exchange that is mediated by the platform's owners, who also serve as site administrators Through the platform, job providers can search for potential digital workers to solve their problems and carry out their tasks. The crowd workers will then accept the remunerated tasks, complete them, and return them to the job provider for evaluation. While working procedures and compensation structures vary across platforms, the job provider gain employment opportunities to solve their problem meanwhile, online crowdsourcing platforms retain a portion of payments between clients and freelancers as a service fee (Nain et al., 2021). There was plenty of crowdsourcing platform where the digital worker could engage, such as Freelancer, Upwork, People Per Hour and Experfy.
The digital workers who compete in crowdsourcing jobs may depend on their specific situations; they could be stay-at-home parents, retirees, jobless college grads, freelancers, students, or recent grads (Zhang, 2017). When digital workers participate in the crowdsourcing market, they have the potential to benefit in terms of remuneration, recognition, and the development of their skills. (Nain, 2021). The job provider is the party that requires external workers to execute a certain project (Aldhari, 2018). The job requester may be an individual or an enterprise (Assemi, 2022). The ability to obtain high-quality labour from highly skilled digital workers is one of the potential benefits that job providers can gain from engaging in crowdsourcing activity (Nain, 2021).
The Multimedia Super Corridor, the first step on Malaysia's path toward digitalization, was established in 1996. (MSC). This was a radical and innovative step at the time it was taken.
Malaysia's readiness to embrace Industry 4.0, which calls for a digital and industrial revolution to revolutionise the manufacturing and services sectors in a variety of ways, may be traced back to the country's early adoption of these technologies (Fahmy, 2022). In 1996 MSC established Malaysia Digital Economy Corporation (MDEC) as the primary agency in charge of initiating and implementing the digital economy program in Malaysia. As an agency under the Ministry of Communications and Multimedia Malaysia (KKMM), MDEC accelerating the growth of the digital economy in Malaysia while ensuring that it is inclusive and beneficial for all parties involved, with a primary focus on the following key drivers: empowering Malaysians with digital skills; enabling businesses to become digitally powered; and driving investment in the digital sector (MDEC, 2022).
The digital economy began in 2016 to expand when the Malaysian government started to allocate a huge budget to expand digitalization in Malaysia (Salleh, 2022). A few programs were conducted, such as my wit, eRezeki, e-usahawan, and glow. This measure is an initiative from the Malaysian government to enhance Malaysian people toward digital work and crowdsourcing activity. Furthermore, this project was also conducted to help Malaysian small and medium enterprises and gig workers by providing training and incentives to increase their income. The eRezeki program's implementation is to attract Malaysians, especially those low- income groups, to generate additional from digital work. In addition, MDEC also provides a training module for those who want to be successful digital workers through the implementation of the Mywit and Glow program that offers a variety of benefits to Malaysians to engage with digital work.
Figure 2: Malaysian talent overview in 2021 (Source: MDEC)
As of 2021, digital workers in Malaysia recorded 261,077 workers comprising 69% of male workers compared to 39% of female workers. Kuala Lumpur and the Selangor region represented the highest proportion of digital workers in Malaysia, 55.2%, compared to 44.8%
in other states. Industries with high demand for digital talents in Malaysia included IT &
services, Staffing & Recruiting, Human resources and Computer Services. Many non-ICT industries hired digital talent during 2021, including Renewables, Tobacco, & biotechnology and commercial real estate. This demonstrates that these industries are starting to speed up their digitalization (MDEC, 2021).
2. Issue
The emergence of crowdsourcing as an online platform provides a virtual space for the organisation to grow its capabilities, business segments and a tool to speed up the creation of new products and services while at the same time offer job opportunities to the crowd. The value of the contributions gathered by companies, to deliver innovative products and services, depends upon the number of contributors that join a crowdsourcing campaign (Cappa et al., 2019).
The arise of crowdsourcing began in 2016 when Malaysia implemented its 11th plan that emphasizing to produce high quality of digital talent in Malaysia (Fahmy et al., 2022).
Nevertheless, research on factor influencing bidding decision in crowdsourcing platform is still
at scarce. Existing studies on above said have been mainly on motivation factors only such as study by Na’in et al., (2021) and Mahmod et al., (2017), that provided a conceptual paper about motivation factor that influences digital worker participation without further deeper analysis and hypothesis despite of probability of various other influential factors that somewhat determines the nature of bidding decision.
Furthermore, existing scholarly works also evidencing inconsistencies of mediating by past researchers such motivation (Feng et al., 2018), justice perception (Jiaxiong et al., 2018) popularity (Xu et al., 2022) and collective motivation (Wu & Gong, 2021) Therefore, this paper will explore the truth about the role of motivation as mediating variable in bidding decisions.
This paper will assess the use of trust as a moderating variable, as used by previous researchers such as (Xu et al., 2022) and (Hall et al., 2018). Thus, the purpose of this paper is to assess motivation as mediating factors in crowdsourcing online bidding decisions.
3. Literature Review
Bidding decision
The general term of bidding decision making is the procedure involved in bidding procedure.
Bidding procedure process included of decided whether or not to make a bidding decision Furthermore, there were few biddings decision model that develop by past researchers (Akalp, 2016). In crowdsourcing, "bidding decision" refers to the process through which digital workers submit bids to job providers in order to secure a project. The bidding process is when a digital worker bids on a project offered by a job provider on a crowdsourcing platform to assist them achieve their primary goals and objectives (Xu Y., 2021).
Bidding decision-making is influenced by Herzberg two factor theory that consist both of intrinsic (e.g., self-intention, self-motivation, bidding experience, trust, increasing knowledge and skill levels) and extrinsic factors such as monetary rewards, task characteristics, and crowdsourcing gamification (Wang L., 2019). This statement is supported by Yuxiang (2014), indicating that intrinsic and extrinsic factors are the factors that represent the independent variables that play a crucial role in influencing digital workers' participation in crowdsourcing.
Motive incentive activation model is also a concept that explains how digital worker behaviour was activate by rewards and incentives factor to make bidding decision in crowdsourcing (Xuefeng & Qian, 2021). Furthermore, decision making process is also a process of digital workers decision making behaviour is driven by rewards (Ryan & L. Deci, 2017).
Monetary reward
Monetary rewards are potent sources of motivation that support goal-directed behaviour. The job provider provides monetary rewards as an incentive to any worker who can complete the task assigned to them (Crawford, 2020). Monetary incentives are a standard tool employers use to attract the best employees who can provide the highest level of service (Crawford & Debbie M. Yee, 2013). Monetary rewards are typically variable compensation that is distinct from salary. It is frequently given as a reward for exceptional achievement or to encourage particular behaviour in both workers and job providers (Karandish, 2011). Despite that, few research also found that monetary rewards sometimes fail to motivate and may even lead to unfortunate outcomes such as financial misrepresentation activities (Luiz Fernando Silva Pinto & Carlos Denner dos Santos, 2016). Therefore, there was an argument among researchers on whether monetary rewards are the primary factor that influences digital worker decision-making.
In crowdsourcing, one of the most common ways to get digital workers to do tasks is to offer them monetary rewards. This is because money is a natural incentive for people to do things.
Monetary rewards incite digital worker participation and drive them to deliver high-quality and quickly completed work (Feyisetan & Simperl, 2019). The increase of monetary reward amount led to a potential perceived of high economic gain by digital workers thus make them more likely to submit their solutions, which means that a high reward can attract contributors to submit a bid in crowdsourcing platforms (Wang , Mou, Ding, & Jiang, 2021). In addition, high rewards motivate digital workers to deliver high-quality jobs and better performance.
Reward presence influences the cognitive and neural mechanisms that incite their behaviour and decision-making (Cubillo, Aidan B. Makwana, & Todd A. Hare, 2019). Monetary considerations are considered extrinsic factors that motivate digital workers to bid on crowdsourcing jobs. Receiving a monetary reward increases digital workers' perceptions of fairness and job satisfaction, which increases their willingness to bid on crowdsourcing platforms (Ye & Kankanhalli, 2017). Wang Y. (2020) backs up this claim by saying that 73%
of digital workers on the Amazon Mechanical Turk platform bid on a job in crowdsourcing to make extra money and rewards, while others join for other reasons. Hence, it proves that monetary reward is the main factor in digital workers bidding decisions in crowdsourcing.
Gamification artifacts
The original term "gamification artifacts" refers to adding games or game-like features to anything to encourage participation from the crowds. Gamification indicates using game elements to motivate more significant involvement in a particular project. Furthermore, gamification has also been widely used in worldwide business as a tool to attract and influences their target market for a more significant profit (Christians, 2018). Gamification is also defined in information systems as the application of elements of game design in information systems to improve or change an individual's attitudes toward utilizing the system (Wang L., 2019). In addition, Hall (2018) indicated that gamification consists of four main components: (1) the game, (2) elements; (3) design; and (4) non-game context.
Gamification elements are designed to pique the interest and motivation of digital workers to bid on a crowdsourcing project. (YuanyueFeng, 2018). The main goal of gamification is to get digital workers involved and give them good experience (Martinez, 2018). This is done by adding game-like features to different user interfaces, and this element influences digital workers' psychology and behaviour in making bidding decisions. Crowdsourcing platforms have been made more like games by adding elements like points, feedback, badges, leaderboards, and social networks (Weng, 2019). These things are meant to get digital workers more involved. The point, badges, and leader board have been created to convey visual and informative details from job providers to digital workers on crowdsourcing platforms (Werbach
& Hunter, 2012). Points widely used as an external display of progress measured job providers by knowing the numbers of successfulness from previous job provider’s project. Besides, points also act as an element that provides feedback on a job provider’s profile, transparency, and honesty on crowdsourcing platforms. (Werbach & Hunter, 2012). Hence, points act as indicators determining the level of trust among digital workers in crowdsourcing (Andrade, 2012). The badge is one of the elements provided by the crowdsourcing platform for job providers to encourage digital workers to participate in crowdsourcing and to allow digital workers to evaluate a job provider's profile before deciding whether or not to bid (Wang &
Sun, C. T., (2011). A badge is also "a visual representation of a goal reached through a game- like process." Job requester badges represent the requester's status level and past achievements on crowdsourcing platforms (Christians, 2018). Because most crowdsourcing platforms issue badges based on a user's level of competency, badges are commonly used by digital workers
to assess job requester experience and capabilities to conduct crowdsourcing projects. Thus, it can be concluded that badges influence digital workers' psychology to measure the level of job requester's competency to conduct crowdsourcing projects (Xu, Wu, & Hamari, 2022)
Hedonic reward
Hedonic reward is one of the intrinsic motivation factors that merge from intrinsic human behaviour (Martinez, 2017). Hedonic reward is deriving from hedonic principle which defines that humans aim to maximise pleasurable feelings while minimising unpleasant ones. Thus, hedonic rewards is a reward that driven by human intention to seek enjoyment and to avoid painful experiences (Kaczmarek, 2020). Furthermore, according to the hedonistic viewpoint, hedonic rewards defined as pleasure, comfort, and satisfaction that is mostly fleeting and usually associated with consumerism. The eudemonistic perspective, on the other hand, incorporates a constant process of optimal functioning and fulfilment of complicated meaningfulness goals. Though philosophically opposed, these two traditions might be understood as being on a continuum in our concept of happiness (Meghana & George, 2019) In crowdsourcing, hedonic reward defines as the pleasures and happiness of participating in the crowdsourcing project (Wu & Gong, 2021). It refers as happiness, enjoyment and a sense of achievement that a digital workers felt when joining crowdsourcing community (Wu et al., 2022). Digital workers observe that participating in crowdsourcing is fascinating and enjoyable. Enjoyment in crowdsourcing activity creates a pleasure for digital workers to participate in crowdsourcing platform.
Trust
One definition of trust is "the willingness of one party to be vulnerable to another party based on the belief that the second party is knowledgeable, open, caring, and trustworthy (Mishra, 1996). The study of trust measures the trustworthiness of a person, group, or mass of people that results from a person's leap of faith (Cheng, 2017). " Trust is an essential component in many kinds of relationships, both social and commercial. It is essential in the context of online transactions since the consumers' perceptions of the level of risk associated with online transactions are higher than the level of risk associated with more traditional, offline transactions (Liu, 2017). Consumers' faith in a service provider's knowledge and dependability (also known as "cognitive trust") is essential to the success of any business and effected all business parties. Furthermore, building and maintaining trust among members of online communities is essential to the free flow of information and expertise. Because membership in online communities can participants desire to share their knowledge with the idea that they will remain anonymous that it will be utilized properly (Martinez, 2017).
Digital workers’ trust toward job provider is essential in crowdsourcing project. Trust plays a key role in because its existence can eradicate digital workers negatives stigma about crowdsourcing such as uncertainties, fear, fraud, and scam probabilities. (Liu Y., 2018) Digital workers also worried on whether job providers will judge their work fairly and fulfil their promise to pay digital workers monetary reward (Xu, Wu, & Hamari, 2022). Those negative stigma may made digital workers to went away from joining crowdsourcing platform, therefore trust existence incite digital workers participation effort to join crowdsourcing. This fact supported by Heyns (2021) by saying that Trust in a leader is highlighted as the most powerful factor that influences employees' workplace attitudes, behaviours, and performance outcomes, and as a result, additional research is encouraged to understand its impact on work outcomes more fully. Trust in a leader is highlighted as the most powerful factor that influences employees' workplace attitudes, behaviours, and performance outcomes. The crowdsourcing platform has a social attribute enabling a solver interacts with the job provider and other digital
worker. As the mediator between job provider and digital worker, the platform's credibility will have a substantial impact on the digital worker to continue using the service. A high level of platform trust indicates that the platform will act in accordance with digital workers expectations to support their socialisation. Based on their involvement experience, digital workers can construct and modify their judgments of trustworthiness during the participation process. Therefore, platform trust as a psychological expectation in crowdsourcing competitions give effects on satisfaction and continuation intent among digital workers.
4. Methodology
Conceptual paper is a paper that fulfil several criteria. The first criteria of conceptual paper where the paper does not have any data. Gilson and Goldberg (2015) stated that this paper is emphasis on integrating and proposing new relationships between concepts. Therefore, this paper aim is to develop logical and complete arguments for associations rather than testing them empirically. Furthermore, Whetten (1989) stated that conceptual papers should be evaluated using seven criteria: a. What is new? Thus, what? Why is that? (d) Well done? (e) Done well? Why currently? plus (g) Who cares? Weick (1989) proposed that writing theory is an iterative process based on disciplined imagination rather than a concentration on validation.
And Van de Ven (1989) elaborated on Weick's suggestions by defining good theory construction as that which seeks to address or resolve tensions, inconsistencies, and contradictions surrounding a particular issue. Intriguingly, Cropanzano (2009) characterised theory papers as more engaging when they "highlight commonalities that foster coherence" (p.
1306). This paper study is utilising the existing literature on monetary reward, gamification artifact and hedonic reward as independent variables, while using trust as mediating variables to connect with bidding decision as dependent variables. All the connection will develop a conceptual framework that identifies the motivation factors that influences bidding decision in crowdsourcing platforms This study used journal articles, conference papers, dissertations, and websites cited in the literature to gain a deeper understanding of innovative work behaviour. In addition, online databases including Google Scholar, Emerald, and Science Direct were utilised for the literature search. This section discusses the results of the literature review and synthesises the development of a conceptual framework for examining motivation factors on bidding decision in crowdsourcing platforms.
Table 1: Source: Designed by authors based on the literature review.
Author (s) Type of variables /
Variables Findings
Cappa, Rosso, and Hayes (2019)
Independent variables / Monetary reward
• Monetary reward influences digital worker bidding decision in crowdsourcing platform.
Yuanyue Feng (2018) Independent variables / Gamification artifact
• Gamification artifact significantly effect digital worker bidding decision in crowdsourcing platform.
Wu & Gong (2021) Independent variables / Hedonic reward
• Hedonic reward has a significant relationship with bidding decision in crowdsourcing platform.
(Ye & Kankanhalli (2017) Hall (2018)
Masri, Ruangkanjanases and
Chen (2021)
Mediating variables / Trust
• Trust mediates the relationship between monetary rewards and bidding decision in crowdsourcing platform.
• Trust mediates the relationship between gamification artifact and bidding decision in crowdsourcing platform.
• Trust mediates the relationship between hedonic reward and bidding decision in crowdsourcing platform.
5. Result and discussion
Proposed Research Model Framework
Hypothesis
H1: There is significant relationship between monetary reward and bidding decision in crowdsourcing platform.
H2: There is a significant relationship between gamification artifacts and. bidding decision in crowdsourcing platform
H3: There is a significant relationship between hedonic reward and bidding decision in crowdsourcing platform
H4: Trust mediates’ relationship between monetary rewards, gamification artifacts and hedonic reward towards bidding decision in crowdsourcing platform.
Monetary reward and bidding decision
A few research found that monetary reward has a significant relationship with bidding decisions in crowdsourcing (Pinto & Carlos Denner, 2018). This statement is supported by Cappa, Rosso, and Hayes (2019) by stating that the presence of monetary rewards motivates participation among digital workers in crowdsourcing. Thus, this statement proves that monetary rewards is an essential element that determines digital worker trust and behaviour to make bidding decision in crowdsourcing platforms (Ye & Kankanhalli, 2017).
H1: There is significant relationship between monetary reward and bidding decision in crowdsourcing platform.
Gamification artifact and bidding decision
Previous researchers found a positive relationship between gamification and bidding decisions in crowdsourcing. Xu H (2022) stated that gamification elements such as badges, points and avatars incite digital workers' desire to bid on a job because these elements help them to measure job provider trustworthiness at the crowdsourcing platform. Furthermore, Yuanyue Feng (2018) found that gamification has a significant relationship with crowdsourcing bidding decisions in his research. Gamification artifacts such as feedback and points proved to be the key factor in influencing bidding decisions in crowdsourcing because digital workers use those elements to measure the capability of job providers' previous crowdsourcing projects (YuanyueFeng, 2018). In conclusion, previous researchers found that gamification has a
significant relationship with bidding decisions in crowdsourcing. Based on the past literature review, it can be concluded that previous researchers consistently found that gamification influences digital workers' bidding decisions in crowdsourcing.
H2: There is a significant relationship between gamification artifacts and bidding decision in platform.
Hedonic reward and bidding decision
Past researchers found that the hedonic reward factor which is enjoyment influences digital workers participation in crowdsourcing. Based on research conducted by Wu ( 2022) stated that hedonic value has positive relationship with digital workers bidding decision to participate in crowdsourcing platform. Furthermore, this research also supported by Wu & Gong ( 2021) by explaining that hedonic rewards is one of the intrinsic motivations that have significant relationship with digital worker bidding decision in crowdsourcing. Therefore, there were consistencies of founding made by previous research on whether hedonic reward has positive relationship with digital workers bidding decision in crowdsourcing.
H3: There is a significant relationship between hedonic reward and bidding decision in crowdsourcing platform.
Trust as mediating role.
Previous researchers found that trust plays a significant role that mediates the relationship between independent variables and bidding decision in crowdsourcing. (Ye & Kankanhalli (2017) found that trust mediates the relationship between monetary rewards and bidding decision in crowdsourcing. This statement supported by Gao (2021) that found significant relationship between trust as mediating variables toward monetary rewards and bidding decision in crowdsourcing. Furthermore, Hall (2018) in her research also found that trust connects gamification artifacts and digital workers decision-making in crowdsourcing platform. Hence, from previous research it can be concluded that trust plays a vital role as a mediating variables variable that connects other dependents variables towards bidding decisions in crowdsourcing platform. Therefore, past research indicates a consistency to conclude the roles of trust as mediating variable.
H4: Trust mediates’ relationship between monetary rewards, gamification artifact and hedonic reward towards bidding decision in crowdsourcing platform.
Digital workers’ participation in crowdsourcing activities is driven by the motives of the individual. Motive is the psychological inclination of digital workers, according to motivation psychology. Digital workers motivation is activated by intrinsic and extrinsic factors (Xuefeng
& Qian, 2021). Motives Incentives Activation theory or MIAB is a simple theory developed by Rosenstiel (2007) to describe the activation of human of human behaviour. The MIAB model proposes that digital workers take a specific action when their motivations are triggered (Xuefeng & Qian, 2021)
This MIAB model serves as an explanation for several different motivational concepts. This concept integrated several concepts, such as Herzberg's Two-Factor Theory, which consists of intrinsic and extrinsic motivation, Deci and Ryan’s cognitive evaluation theory, as well as Heider’s attribution theory (Jan Marco Leimeister, Huber, Bretschneider, & Krcmar, 2009).
Figure 3: Motives Incentives Activation Behaviour Model (Sources: (Zhang & Chen, 2022)
The motivational and incentive aspects of crowdsourcing are inextricably intertwined and represent the two primary techniques that can be utilised to engage potential participants in the crowdsourcing process. The definition of “motivation" was “the reason or reasons one has for acting or behaving in a particular manner," whereas a "incentive" is described as "anything that motivates or encourages one to do something," and the two terms are sometimes used interchangeably. The concept of Activation is concerned with a digital worker's decision to commence a behaviour. The persistence of this condition, or the application of sustained effort toward obtaining a certain objective, is of concern in the area of activation (Xuefeng, Xia, Shen,
& Su, 2022). Therefore, including activation supporting components is an extra issue to consider in the design of crowdsourcing activities.
The term “behaviour” is defined "the potential and actual capacity for physical, mental, and social activity during the phases of human existence" (Bornstein, 2018). Behavioural lifestyle data contain information about the user’s daily activities, mobility patterns, mental abilities and social interactions, which can be used to detect and predict physical, emotional, social and cognitive behaviour (Konsolakis, 2018). In the context of crowdsourcing activities, there are several behaviours that may be deemed desirable outcomes, such as the production of original content, the provision of support or collaboration within a network of contributors, or the development of other constituent elements required to design a particular solution. Digital worker behaviour in crowdsourcing explain on how their behaviour was influence and motivated by crowdsourcing elements (Kimura & Nakajima, 2019).
Participation in concept competitions is impacted by incentives perceived and activated by potential participants. For this chain of events to occur, organisers of ideas competitions must give the appropriate combination of incentives to encourage participation (Jan Marco Leimeister, Huber, Bretschneider, & Krcmar, 2009). The optimal combinations of incentives are those that appeal to or match the motives of the participant. While competition organisers have little or no control over internal incentives (i.e., sentiments of competence, satisfaction, and fulfillment), they can create competitions with external rewards. Therefore, the MIAB model explains the process of intrinsic and extrinsic factors that activate and influence digital workers' behaviour that leads to the final bidding decision-making in the crowdsourcing platform. Thus, this model completed the flow of a digital worker's bidding decision-making process in a crowdsourcing platform. Therefore, the MIAB model justifies the bidding decision-making process among digital workers in crowdsourcing platforms.
Figure 10 shows a schematic illustration of the strategic decision-making process in a contest- based intermediary crowdsourcing platform that was based on and Motivation Incentives Activation Model (MIAB).
Figure 4: MIAB Crowdsourcing Framework Model (Sources: Zhang & Chen, 2022)
6. Conclusion and recommendation
This paper proposes the motivational factors that influence the bidding decisions of digital workers. Extrinsic motivation factors include monetary reward and gamification artifact, while intrinsic motivation is represented by hedonic reward. Examining factors that influence digital worker bidding decisions is essential for job providers because it helps them to acknowledge how internal and external motivation factors affect digital worker bidding decision-making and use them to attract digital workers to bid on the task given by job providers (Jiaxiong et al., 2018). Furthermore, future academics also will benefit from this paper because it helps them to understand the behaviour of digital workers in crowdsourcing (Na’in et al., 2021)
The motivation factors framework proposed in this paper has yet to be implemented. The motivation factors were selected based on a review of prior research. Future research is recommended to test the proposed motivation factors to examine the factors that influence the bidding decision of digital workers in crowdsourcing.
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