How do I make you help me? Understanding the antecedents of idea submission in an ideation contest

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dc.contributor.advisorWidyanto, H.
dc.contributor.authorGoossens, Dion
dc.date.issued2024-07-02
dc.description.abstractThe 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.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17513
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleHow do I make you help me? Understanding the antecedents of idea submission in an ideation contest
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