Crowdsourcing and Digital Communities in Chinese Context: Antecedents of Contribution
Ali Khalaf Mohammed Al Sukaini, Jing Zhang

Abstract
Crowdsourcing have gained a great deal of attention from practitioners and marketing scholars. However, antecedents of contribution in digital communities are not researched yet and empirical results are still scarce in Chinese context. This paper analyses the role of motivational factors in digital communities to contribute in crowdsourcing activities. In order to test the proposed hypotheses, data from university students (n = 3200) is gathered though survey. The research results show that social integration and technology easiness and capacities are linked to higher level of digital communities’ attention to contribute. The findings of the study have various implications for online creativities to engage digital communities in crowdsourcing in China. On the basis of a large sample empirical analysis these research results give evidence for the importance of different antecedents of contribution in digital community for participation in crowdsourcing activities.

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