Abstract

Crowdsourcing is a well-developed concept, which has become very prevalent with the growth and development of the Internet; Web 2.0 in particular. CustomerSourcing is a sub-category of Crowdsourcing which has developed a following in recent years. This article explains the development and conceptual underpinnings of CustomerSourcing; followed by the introduction of a 16-point framework for identifying specific intrinsic motivators. The motivation framework is applied to the major categories of Crowdsourcing; followed by a more specific application to CustomerSourcing in particular. The value of such a model is to help web site developers identify the specific motivators for the potential site users; so that the motivators can be enhanced and supported – resulting in improved web sites with increased use and increased frequency of use.

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