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Introduction
Online communities are promising sources of innovative ideas that complement a company's internal innovation process (Parmentier, 2015). Social interactions with other members inspire new ideas and, collectively, members create value that reflects their identity, status, and knowledge related to their own online communities (Schau et al., 2009). Because of the collective value that can be created through dynamic social interactions in brand communities and ultimately benefit the companies, companies now view consumers as partners who are endogenous to the brand (McAlexander et al., 2002).
Collective value creation through online communities may be especially instrumental for companies that adopt the crowdsourcing business model (Muniz and Schau, 2011). Crowdsourcing refers to a participative online activity that a company proposes to a crowd of varying backgrounds through an open call (Estellés-Arolas and González-Ladrón-De-Guevara, 2012). Crowdsourcing enables companies to access a vast pool of workers with a wide range of knowledge and skills that exist beyond their internal resources (Howe, 2006; Whitla, 2009). Through crowdsourcing, companies harness the intelligence and efforts of a virtual crowd to achieve organizational tasks (Saxton and Kishore, 2013). Many companies that adopt crowdsourcing business models provide virtual spaces for their crowdsourcees (i.e. people who complete the crowdsourced tasks) to interact and therefore form their own online communities. Members of online communities tend to become better crowdsourcees. Also, they are willing to support one another and contribute their knowledge about the brand and its products to the company's innovation initiatives (Füller et al., 2008; Jeppesen and Frederiksen, 2006). For a company that uses crowdsourcing through activities such as voting and competitions, its profitability is directly impacted by the quality and volume of crowdsourcees' contribution (Mustak et al., 2013). However, maintaining consumers' continuous flow of fresh ideas has been a challenge in sustaining the crowdsourcing business model (Brem and Bilgram, 2015; Langner and Seidel, 2015).
To address the challenge, researchers have primarily taken an individual-level perspective to examine crowdsourcees' participation intention. For instance, there were positive relationships between the intrinsic and extrinsic motivations and crowdsourcees' participation in crowdsourcing tasks, where participants' engagement may take a mediating role (Liang et al., 2018), and their community commitment may play a moderating role (Wu and Gong, 2020). Other scholars who studied online communities...