The Factors Influencing Costumer E-Prticipation in Crowdsourcing and Improving- Company's Performance (Case Study: Marketing Mangers of Isfahan City)

In today’s world, the growth of internet and other social networks provide new opportunities for individuals for sharing their knowledge and experiences with others. On the other hand, the growth and development of such tools provide opportunities for organizations in order to utilize new innovation resources as well. Although crowdsourcing capabilities have not been recognized by some organizations and managers as a new marketing approach, this platform can be adopted by various organizations for promoting company’ performance and creating competitive advantage. In this study, the effect of crowdsourcing platform on company’s performance is investigated. Data was collected using secondary study and questionnaire. The questionnaires’ validity and reliability were confirmed using face validity and Cronbach’s alpha, respectively. Furthermore, the research hypotheses were investigated using structural equations modeling via the two softwares of SPSS and LISREL. Results of this study indicated that partnership incentive in crowdsourcing affects the use of crowdsourcing and the use of crowdsourcing affects performance elevation of company. Also the obtained results showed that the amount of intended reward for crowdsourcing has no meaningful effect on creating motivation for engaging in crowdsourcing. Moreover, company’s performance through crowdsourcing has no meaningful effect on reducing business costs and productivity activities.