What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling

Crowdsourcing enterprises increasingly seek to attract and persuade makers contribute their creativity wisdom through digital storytelling, however, what are the effective components of storytelling persuasive effect on creative crowdsourcing intention still unclear. To fill this gap, study explores how persuades generate behavioural by utilising Unified Theory Acceptance Use Technology (UTAUT). Results reveal that persuasion activity has a positive intention. The mainly composed aesthetic perception, narrative structure self-reference. UTAUT its four core concepts (performance expectation, effort social influence facilitating condition) mediate impact intention, which reveals source storytelling. We highlight theoretical implications as well practical applications in crowdsourcing.