Chapter 14: The Two-Factor Puzzle: Solving Crowdsourcing Participation

This study uses Herzberg’s Two-Factor Theory (HTFT) to investigate the factors driving involvement in crowdsourcing platforms. It investigates the effects of hygiene factors (e.g., task complexity, rewards, compensation and trust on platform) and motivators (e.g., work autonomy, development of competency, and peer recognition) on efforts intensity for participation in crowdsourcing online platforms. The study offers insights on maximizing involvement in crowdsourcing activities by comprehending these motivating factors. A quantitative research methodology was used, gathering data from crowdsourcing participants in the Delhi-NCR area through surveys. A total of 269 individuals participated in the study, representing varied professional backgrounds engaged in digital crowdsourcing projects. To evaluate the connections between motivational factors and effort levels, the data were examined using “Partial Least Squares Structural Equation Modeling” (PLS-SEM). According to the study, crowdsourcing participation is highly influenced by both hygiene factors and motivators. According to these results, to maintain user engagement, effective crowdsourcing systems need to strike a balance between hygienic considerations and motivators. This emphasizes how crucial hygiene considerations and motivators are in promoting engagement in crowdsourcing systems. Hygiene aspects like rewards and compensation are crucial for reducing unhappiness, even though motivators like task autonomy and recognition increase engagement. The results indicate that maintaining user involvement requires a well-balanced strategy that integrates these variables. HTFT is used in a novel way in this study to the Delhi-NCR region’s crowdsourcing engagement efforts. It builds on previous studies by demonstrating the combined effect of motivators and hygienic elements in a digital world.