在线众包平台上接触他人的想法及其评级对随后产生的想法的数量和新颖性的影响,Journal of Product Innovation Management

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在线众包平台上接触他人的想法及其评级对随后产生的想法的数量和新颖性的影响
Journal of Product Innovation Management ( IF 10.1 ) Pub Date : 2022-03-25 , DOI: 10.1111/jpim.12621
Bo Chen ₁ , Niek Althuizen ₂

Affiliation

研究表明，让人们接触他人的想法以及对这些想法的评价会影响他们随后的想法生成表现。在本文中，我们利用社会认知视角在在线众包环境中对此进行研究。认知因素涉及由于想法暴露而在记忆中激活的知识，可用于随后的想法生成。社会因素涉及想法评级，它可能会引导人们在记忆中寻找更容易获得认可的想法的方向。我们对文献的贡献涉及对以下因素的共同影响的调查：（1）其他人发布的想法类型（即普通想法与新颖想法）和（2）这些想法的评级（即低评级与高评级）在随后的想法生成性能。我们在四项实证研究中发现了这两个因素之间相互作用的有力证据。也就是说，接触“高度评价”的已发布想法和新颖的”或“评分低且普遍”可以产生更新颖的后续想法。接触“高度评价和常见”的已发布想法可能会导致大量后续想法。这些发现对希望对产生的想法的数量和类型施加更多控制的产品创新经理有影响，例如在在线众包平台上。

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The effects of exposure to others' ideas and their ratings on online crowdsourcing platforms on the quantity and novelty of subsequently generated ideas

Research has shown that exposing people to others' ideas and the ratings of those ideas can influence their subsequent idea generation performance. In this paper, we utilize a socio-cognitive perspective to study this in an online crowdsourcing context. The cognitive factor concerns knowledge activated in memory because of idea exposure, which can be used for subsequent idea generation. The social factor concerns idea ratings that may steer the search for ideas in memory in the direction of ideas that are more likely to receive approval. Our contribution to the literature concerns an investigation of the joint effect of (1) the type of ideas posted by others (i.e., common versus novel ideas) and (2) the ratings of those ideas (i.e., low versus high ratings) on subsequent idea generation performance. We find compelling evidence for an interaction effect between these two factors in four empirical studies. That is, exposure to posted ideas that are “highly-rated and novel” or “poorly-rated and common” can result in more novel subsequent ideas. Exposure to posted ideas that are “highly-rated and common” can result in a larger number of subsequent ideas. These findings have implications for product innovation managers who wish to exert more control over the number and type of generated ideas, for example, on online crowdsourcing platforms.

更新日期：2022-03-25

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