مطالعه عوامل شناسایی ارزش درک شده توسط کاربر از هوش جمعی بر اساس شبکه های اجتماعی آنلاین A factor-identifying study of the user-perceived value of collective intelligence based on online social networks

1. Introduction Online social media services allow customers and organizations conveniently to interact and share experiences with each other (Cheung and To, 2016). Recently, the deployment of collective intelligence (co-intelligence) to solve organizational problems, such as product and service quality problems, is an important internet strategy for companies. In 2015, only 1.8 percent of Fortune 500 corporations did not use any social media platform and up to 74 percent of corporations had a fan page on Facebook (Barnes et al., 2015). These companies have recognized the need to focus on what customers want from a website; what they want to communicate consumers, and the potential role of a fan page in communicating messages. A major success factor of community-based innovation is to identify and motivate community members who are qualified to contribute to a specific development task (Chu and Chan, 2009). Mačiulienė and Skaržauskienė (2016) revealed that an online community has a greater potential for the emergence of co-intelligence when managers create appropriate mechanisms to motivate the participants of the online community, and when a balance exists between the participants’ goals and the community’s goals. Therefore, the use of online social networks (OSNs) (such as Facebook fan pages) to connect with consumers and to strengthen their identification with companies and participation in co-intelligence activities to generate value through collaborative innovation is important for companies. The internet user-perceived value of collective intelligence (UPVoCI) affects his or her intention to participate in co-intelligence activities for the purposes of collaborative innovation in OSNs. However, the development of instruments for measuring UPVoCI does not suffice for the academic determination of the perceived value of participating in co-intelligence activities to internet users and members of an OSN. What causes an internet user to be open to sharing his/her intelligence, including information and knowledge, with others in an OSN? Motivation theory states that individuals offer knowledge when they perceive that it improves their professional standing (Wasko and Faraj, 2005). When individuals believe that their experiences are valuable and useful, they are more willing to share them (Senge, 1999; Wasko and Faraj, 2005). Perceived benefit is a factor that affects self-disclosure in OSNs (Cheung et al., 2015). Tang et al. (2016) demonstrated that intrinsic motivations (e.g. sense of self-worth and socializing) and extrinsic motivations (e.g. economic reward and reciprocity) positively influence users’ intention to share mobile coupons in OSNs. Individuals have high intention to share information with their strong-tie friends in OSNs (Choi et al., 2017).