Crowdsourcing has emerged as a new online collaborative paradigm that employs a crowd of users to build long-lasting value beneficial to communities. Crowdsourcing has the potential to support a collaboration culture for society. This study is to examine key motivators to intention to participate in crowdsourcing. The VIST model is employed to identify the motivators for participating in virtual groups and the social identity theory is used to examine why individuals join virtual groups and how individual motivation can influence group performance. The research results are expected to contribute to both academia and industry to understand crowdsourcing with various perspectives.