I do not want you to say goodbye
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2024-07-01
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en
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Abstract
The aim of this research is to investigate the effect of type of solver valorization on intention
to participate in future ideation contests and examine to what extent this relationship is
mediated by trust and moderated by corporate reputation. Therefore, an experiment is carried
out, this consist for 4 scenarios to which participants are randomly assigned. The scenarios
are manipulated by the type of solver valorization (contribution recognition or social
recognition) as well as the company’s corporate reputation (positive or negative). Eventually,
participants are asked to score their intention to participate in a future ideation contest and
their trust in the company. The results show that trust has a direct effect on intention to
participate in future ideation contests. Additionally, solvers have a higher participation
intention in future ideation contest organized by a firm with a positive reputation as opposed
to firms with a negative reputation for both types of solver valorization. This research
contributes to the current body of literature about re-participation in ideation contests by
revealing that there is no significant difference between the effect of the different types of
solver valorization. Moreover, firms benefit from this research, since it reveals that they
should build trust in order to improve re-participation rates in their contests.
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Faculteit der Managementwetenschappen