Encouraging solvers to sustain participation intention on crowdsourcing platforms: an investigation of social beliefs

Solvers’ continuance participation intention is central to the survival and development of online crowdsourcing platforms. This study integrates sense of belonging and social beliefs (i.e., perceived fairness and platform trust) to understand continuance intention. This study proposes that perceived fairness and platform trust are helpful to build solvers’ sense of belonging, which is assumed to be positively associated with sustained intention. Another core contribution points to the complementary relationships, that is, perceived fairness and platform trust help solvers derive meaningfulness from their attachment that encourages sustained intention. Using a sample of 290 solvers obtained from an online crowdsourcing platform, the empirical testing provides support for the significant and positive effect of sense of belonging, which can be derived from high levels of procedural fairness and platform trust. Interestingly, results further support the complementaries between sense of belonging and its antecedents on continuance intention. Some new knowledge and implications can be contributed by this study.