ANTECEDENTS FACTORS FOR CROWDSOURCING PARTICIPATION INTENTION IN THE FRAME OF THE CREATIVE ECONOMY DEVELOPMENT: THE CASE OF UZBEKISTAN

Abstract

As digital platforms increasingly redefine how organizations engage with talent and solve complex challenges, crowdsourcing emerges as a powerful tool to foster innovation, inclusivity, and sustainable growth. Drawing on Social Exchange Theory (SET), this research examines how work autonomy, work enjoyment, trust, and IPR concerns affect individuals’ intention to participate in creative crowdsourcing tasks. Additionally, it investigates trust as a moderator, exploring how it shapes the relationship between IPR concerns and participation intention. Data were collected through a structured questionnaire distributed to university students in Tashkent, Uzbekistan. The results from multiple regression analysis indicate that work autonomy and trust significantly increase crowdsourcing participation intention, while IPR concerns negatively affect participation, especially when trust is low. The moderation effect of trust further reveals that higher trust reduces the negative impact of IPR concerns, making participants more inclined to engage. This study contributes to the limited body of literature on crowdsourcing adoption in emerging economies by providing insights into the psychological mechanisms driving participation intention.