Crowdsourcing: os fatores motivacionais envolvidos na participação dos indivíduos e os tipos de plataformas

Abstract

Nowadays, we are living in a scenario where new business models, derived from the technologies developed over the years, transform the consumer's participation in the productive process, leaving behind a passive positioning, and starting to act directly in decisions related to research and organizations. New technologies from the digital evolution and the greater speed of the Internet allow both organizations to have information coming directly from their consumers, and the individuals themselves to help and foster other consumers with information previously unique to organizations. This ability of individuals is being explored by organizations, which rely on intelligence from the crowd or the community, in order to solve problems, seek indications about products, solve challenges, and more. To such a phenomenon this work will call crowdsourcing. In this sense, the present work sought to understand the crowdsourcing factors: i) characteristics of the activities performed through digital platforms, used as a means to capture the inputs of individuals; and ii) the motivational factors involved in the decision of individuals to participate in this interaction model. In order to analyze if it is possible to establish a relation between the characteristics of the platforms and the motivational factors. The work used the qualitative and quantitative methodologies. The qualitative step was developed through two systematic reviews of literature, which sought, in the first review, to present the types of activities developed by the individuals in the crowdsourcing platforms, their characteristics and classifications, and in the second review, to list the motivational factors involved in participation in the mentioned activities. Then, the quantitative step was carried out through the application of a questionnaire to users of a ridesharing service platform to verify the influence of motivational factors on the participation of individuals in the type of crowdevaluation and microtasking activities. In the fourth stage of the work is presented a survey of case studies of crowdsourcing, identifying the possible motivational factors involved in crowdsourcing practices, as well as the objectives of the platforms and types of activities. Finally, the last chapter of the paper analyzes all the platforms that use crowdsourcing and that were cited in the works that composed chapters two, three and five of the present study, evaluating the objectives of the platforms, the types of activities performed and the motivational factors involved , to search for relations among crowdsourcing factors.