The dynamics of innovation contest experience: An integrated framework from the customer’s perspective

Stéphane Salgado, Aurélie Hemonnet-Goujot (), David Henard and Virginie de Barnier ()
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Stéphane Salgado: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, IAE - Institut d'Administration des Entreprises - Toulouse
Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
David Henard: NC State - North Carolina State University [Raleigh] - UNC - University of North Carolina System
Virginie de Barnier: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université

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Abstract: Getting customers to actively participate in company-sponsored innovation contests is increasingly crucial. While much of the extant research on innovation contests is understandably focused on company benefits, relatively less is known about the innovation contest experience (ICE) from a customer perspective. This research extends the innovation contest literature by developing an integrated framework for evaluating contest experiences. Based on a mixed method approach, this study investigates the role of an understudied variable, namely perceived challenge (PC) of the innovation task, and its influence on ICE. Results indicate that PC has a direct positive (quadratic) influence on ICE, that PC negatively moderates the effect of extrinsic motivation on ICE as well as the effect of intrinsic motivation on ICE. This study also reveals an interaction effect between extrinsic and intrinsic motivation, showing a moderating effect of extrinsic motivation on the link between intrinsic motivation and ICE. Both short-term and long-term outcomes of ICE are modeled and tested. Results indicate that a positive ICE leads to a greater customer willingness to participate in subsequent contests and to an enhanced company reputation for innovation.

Keywords: Customer participation; Innovation Contest Experience; Flow; Self-determination; Perceived challenge; Reputation (search for similar items in EconPapers)
Date: 2020-09
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Published in Journal of Business Research, 2020, 117, pp.29-43. ⟨10.1016/j.jbusres.2020.05.041⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02732997

DOI: 10.1016/j.jbusres.2020.05.041

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