How do I make you help me? Understanding the antecedents of idea submission in an ideation contest
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2024-07-02
Language
en
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Abstract
The purpose of this study is to investigate how peer support and firm support influence the
intention to submit ideas in ideation contests. This had not been investigated before for the
intention to submit ideas, but research focused on the continuous intention to participate. The
mediating role of platform trust and the moderating role of the type of firm was also
investigated.
A 2x2 factorial design was employed to create four distinct scenarios. Participants
were exposed to either peer or firm support and startup or established company. They were
provided with a narrative about a hypothetical ideation contest and then asked to indicate their
intention to submit ideas in the ideation contest. Additionally, the survey measured their trust
in the platform and captured the moderating role of the type of firm organizing the contest.
This survey was conducted with 146 participants from the Netherlands.
The findings revealed the main effect of type of support on the intention to submit
ideas. Firm support had the most effect on the intention to submit ideas in comparison to peer
support. Furthermore, platform trust emerged as a insignificant mediator. Platform trust only
acts significant as a direct effect on the intention to submit. The type of firm as moderating
role was also found to be insignificant in this study. This study shows that the type of support
is important for when firms want to host an ideation contest and that feedback given the firm
itself can provide valuable insights from solvers within the ideation contest.
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Faculteit der Managementwetenschappen