Does crowdsourcing lead to better product design: the moderation of network connectivity
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 3 August 2021
Issue publication date: 28 January 2022
Abstract
Purpose
This study aims to investigate the antecedents of design crowdsourcing decision-making, the impact of design crowdsourcing on new product performance and the moderating effect of network connectivity.
Design/methodology/approach
The sample (n = 104) was collected from a leading social product development website; the fuzzy-set qualitative comparative analysis and two-stage least square methods were used in the investigation.
Findings
Three design attribute feature configurations (rational, emotional and kinesthetic value configurations) are conducive to firms’ adoption of design crowdsourcing and there are two configurations in which firms do not adopt design crowdsourcing. Design crowdsourcing influences new product performance positively. Network connectivity has an inverted U-shaped effect on the relationship between design crowdsourcing and new product performance.
Originality/value
These findings not only enrich crowdsourcing and social network studies but also guide crowdsourcing firms to better manage their processes and community members.
Keywords
Acknowledgements
Authors appreciate the anonymous reviewers and editors for comprehensive and beneficial comments on this paper.
Funding: This research was funded by National Natural Science Foundation of China (Grant No. 71672095; 71902077 ).
Citation
Jiao, Y., Wu, Y. and Hao, L. (2022), "Does crowdsourcing lead to better product design: the moderation of network connectivity", Journal of Business & Industrial Marketing, Vol. 37 No. 3, pp. 594-611. https://doi.org/10.1108/JBIM-04-2020-0213
Publisher
:Emerald Publishing Limited
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