What are the conditions for online participation in business?

It is quite rare for studies into online participation in business to investigate the socio-demographic conditions underlying the participation itself. A contributory factor in this is almost certainly that a uniform understanding of what participation entails does not exist in this area. Interaction in customer relationships, participation in co-creation and open innovation or the independent production and dissemination of creative products are predicated by a variety of interests, motivations and abilities. Statements on the conditions underlying participation will remain more or less impossible as long as these distinctions and their interconnections remain unclear.

Nevertheless, it becomes evident by the same token that the motives and hence the psychological drivers are important stimuli behind participation. Studies in the field of business informatics have shown that the perception of utility and user-friendliness is influenced substantially by the willingness to make use of an application (Davis, 1989; Venkatesh et al., 2000; 2003). Further, user attitudes influence their willingness to participate. Users who display significant openness towards new technologies and who apply a playful attitude in approaching Internet offerings are more likely to be willing to engage in online interaction with a company than those plagued by substantial concerns and fears, for instance with regard to their privacy and security on the Net.

Socio-cognitive studies have shown additionally that subjective self-efficacy can foster or obstruct a user’s online engagement (Compeau et al., 1999). Environmental influences, and above all user experiences, may contribute to users feeling confident – or otherwise – when approaching certain activities on the Net. And the willingness among users to engage will rise proportionately with the instrumental nature of prevalent influences and their own appreciation of personal skills.

Ultimately, also, user motivation is of interest when it comes to cooperation with companies. A frequent distinction is made between intrinsic and extrinsic motivation. Users frequently possess extrinsic motivations and hence are looking for tangible benefits when they become involved in design and production processes within companies. It is worth remembering, though, that an excessively extrinsic incentive, for instance a cash payment, curtails motivation (Shirky, 2008). Quite frequently indeed it is an intrinsic incentive, for instance the thrill of the challenge or peer respect, that provides-motivation to participate. Investigating these contexts represents a strength in the research of online participation in business that may prove of interest to other areas, also.