Start Date
11-12-2016 12:00 AM
Description
Whereas prior studies have examined crowdsourcing platforms’ function as transforming distant search into local search, exactly how to do so remains unclear. Drawing upon the cognitive frame theory as the theoretical lens, we conducted an exploratory case study on Z Inc. (pseudonym), which was one of the largest labor-market crowdsourcing platforms in the world. Despite the challenges for matchmaking between seekers and vendors of creative design, known as “the most difficult business in the world” to Z Inc. staff, the platform has made remarkable progress. A three-phase process model is inductively developed consisting of frame preparation, negotiation, and consolidation. The model reveals the underlining matchmaking mechanisms in each phase, such as building a common lexicon and coaching in the frame preparation phase. These findings contribute to both the crowdsourcing literature and cognitive frame theory, with practical implications for managing crowdsourcing platforms.
Recommended Citation
Qi, Hailun and Mao, Jiye, "Facilitating Transactions on a Crowdsourcing Platform: A Cognitive Frame Perspective" (2016). ICIS 2016 Proceedings. 22.
https://aisel.aisnet.org/icis2016/Crowdsourcing/Presentations/22
Facilitating Transactions on a Crowdsourcing Platform: A Cognitive Frame Perspective
Whereas prior studies have examined crowdsourcing platforms’ function as transforming distant search into local search, exactly how to do so remains unclear. Drawing upon the cognitive frame theory as the theoretical lens, we conducted an exploratory case study on Z Inc. (pseudonym), which was one of the largest labor-market crowdsourcing platforms in the world. Despite the challenges for matchmaking between seekers and vendors of creative design, known as “the most difficult business in the world” to Z Inc. staff, the platform has made remarkable progress. A three-phase process model is inductively developed consisting of frame preparation, negotiation, and consolidation. The model reveals the underlining matchmaking mechanisms in each phase, such as building a common lexicon and coaching in the frame preparation phase. These findings contribute to both the crowdsourcing literature and cognitive frame theory, with practical implications for managing crowdsourcing platforms.