Disentangling the Effects of Client- vs. Rival-oriented Strategies on Bidding Performance: Evidence from a Crowdsourcing Platform

Chaofan Yang, Bingqing Xiong, Eric T.K. Lim, Yongqiang Sun, Chee-Wee Tan

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Crowdsourcing empowers clients with specific demands for customized services to recruit skilled workers through competitive bidding. Although prior research has investigated bidders’ participating motivations and clients’ selection criteria, knowledge about how bidders could leverage appropriate bidding strategies to boost their performance is limited. Synthesizing extant literature on auction and crowdsourcing, we advance skill, spatial, and proposal differentiations as client-oriented strategies, which when combined with their rival-oriented counterparts, will dictate bidders’ performance on crowdsourcing platforms. To validate our hypotheses, we collected secondary data from a leading crowdsourcing platform in China. Bidder-level analysis revealed that skill differentiation positively affected bidding performance. Conversely, spatial differentiation exerted a negative impact while the effects of proposal differentiation turned out to be mixed. Moreover, bid sequence and category concentration were found to moderate the effect of client-oriented strategies partially. Theoretical and practical implications are further discussed.
Original languageEnglish
Title of host publicationPACIS 2021 Proceedings
EditorsDoug Vogel, Kathy Ning Shen, Pan Shan Ling, M.N. Ravishankar , Xi (Jacky) Zhang
Number of pages14
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2021
Article number474
Publication statusPublished - 2021
EventThe 25th Pacific Asia Conference on Information Systems. PACIS 2021 - Virtual
Duration: 12 Jul 202114 Jul 2021
Conference number: 25


ConferenceThe 25th Pacific Asia Conference on Information Systems. PACIS 2021
Internet address


  • Crowdsourcing
  • Bidding strategies
  • Client demands
  • Competitive differentiation
  • Bidding performance

Cite this