Strategically reward solvers in crowdsourcing contests: the role of seeker feedback

In the context of crowdsourcing contest through which seekers attempt to obtain creative solutions by tapping into the wisdom of crowds with a competition-based reward system, this study investigates the submission behaviour of solvers by exploring the role of contest reward and two kinds of seeker feedback. Due to the associated competition uncertainties, this study supposes that contest reward encourages submission behaviour only to a certain degree, and seeker feedback – a communication channel – is positively associated with solvers' submission behaviour. Drawing on the uncertainty reduction theory, the core contribution of this study points to a complementary relationship, in that rating feedback can mitigate the uncertainties that prevent solvers from actively submitting solutions encouraged by a high level of contest reward. An analysis of 1064 crowdsourcing contests supports the theoretical model and hypotheses.