Investigating the Non-Linear Relationships in the Expectancy Theory: The Case of Crowdsourcing Marketplace

摘要: Crowdsourcing marketplace as a new platform for companies or individuals to source ideas works from the public has become popular in contemporary world. A key issue about sustainability of this type relies on effort that problem solvers expend online tasks. However, predictors investment crowdsourcing context is rarely investigated. In study, based expectancy theory which suggests roles reward valence, trust and self efficacy, we develop research model study factors influencing effort. Further, non-linear relationships between efficacy proposed. Based field survey, found that: (1) valence positively influence effort; (2) when task complexity high, there will be convex relationship (3) low, concave Theoretical practical implications are also discussed.