Online idea contests: identifying factors for user retention

Authors:
Stefan Richter;Stefan Perkmann Berger;Giordano Koch;Johann Füller
Affiliations:
Institute for Entrepreneurship and Innovation, Vienna University, Austria;Institute for Entrepreneurship and Innovation, Vienna University, Austria;Chair of Public Management, University of Hamburg, Germany;Department of Strategic Management, Marketing and Tourism, Chair for Innovation, and Entrepreneurship, Innsbruck University School of Management, Austria
Venue:
OCSC'13 Proceedings of the 5th international conference on Online Communities and Social Computing
Year:
2013

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Abstract

Current literature about idea contests has emphasized individuals' motives for joining volunteer idea contests. However, explanation of why people stay or leave in the long run is rare. We identify factors that motivate users to participate repeatedly to sequential online idea contests. The research setting consists of three idea contests carried out by Swarovski, Austria. We accompanied Swarovski during the conceptualization of the idea contests, implementation and post processing activities. We distributed a questionnaire to participants (N= 117) to get insights about their motivation to participate, their experiences in the contest and willingness to participate again. Results not only highlight the importance of pre-contest expectations, but also the importance of the experiences made in previous contests such as the user's perceived fairness.