02-08: Nila Armelia Windasari
Chair: YeeHeng Tan
Improving Wellbeing Through Technology-Mediated Crowdfunding Platform: Value Congruence as the Main Concept of Transformative Service Research
Transformative service research (TSR) is currently gained a lot attention in service research, particularly about how to improved societal wellbeing. Several approaches are highlighted, such as service design and community action research (Fisk et al., 2016), dehumanizing service interactions (Rayburn, 2015), as well as transformative technology.
We extend the notion of transforming lives through charity participation (Rapp et al., 2015) by using the case study of Kitabisa.com, the largest online crowd funding platform for social project in Indonesia. We examine how technology-mediated platform enable social intervention through the interactions between actors. This research focus on how charitable experience, not merely about monetary needs and satisfaction, but also value arise from interactions between beneficiaries strengthen the bonds between actors in the service system and improve actors’ overall wellbeing.
Prior study examined improved wellbeing through the perspective of volunteer workers and hands on or direct intervention (Rapp et al., 2015). In the technology-mediated platform, previous research by Aprilia and Wibowo (2017) indicates network effect, story effect, and campaign as potential trigger mechanism to enable value cocreation. We further introduce a model of value congruence, that is value proposed through the platform and value acceptance by the customer, enables co-creation activities as shown on the Figure 1.
Figure 1 Research Framework
A donator and campaigner have their own initial value perception before engaged in the social crowdfunding platform. Kitabisa as service provider, with its plaform, only can propose a value propositions to meet the donator and campaigner. Interactions between donator and campaigner occurs will subsequently enable resource sharing (funds, stories, experiences, and networks). When the value congruences achieved, it will enhance their engagement and improve’s their wellbeing accordingly, such as happiness, life satisfaction, and social relationships.
We use semi-structured interview to connect value perceived by stakeholders and understand the value congruence. As value cocreation requires the actions taken by actors in the networks, it is important that all stakeholders within the ecosystem be the subjects for interview (Windasari, Lin, and Chen, 2017) which are; the content creator, donator (individual and organization), and the recipients. The interview data are further analyzed with open coding approach through iterative process to derive the major points to determine the value congruence constructs.
We expect the result to fill the gap on how to improve charitable experience through technology-mediated platform, not only for the donator but also all beneficiaries. We also suggest that online platform can address larger benefit for transformative service research for people in the bottom of pyramid by enabling interactions between beneficiaries. Further research directions can address the cultural differences (i.e. collectivism) and altruism behavior as potential moderators.