Motivating User-Generated Content Contribution with Voluntary Donation to Content Creators
Donating money to online content creators is gaining popularity in the last few years, especially in Mainland China. Different from mandatory payment mode (e.g., pay subscription fee to access online content), despite some user-generated content (UGC) is free and openly available, audiences are allowed to voluntarily donate money to content creators after their consumption. As a relatively new phenomenon, little is known about audiences’ donation behavior. Drawing on value-based adoption model (VAM), this study unearths perceived value as a key factor that determines audiences’ donation behavior. In addition, antecedents of perceived value are explored, including the benefits (hedonic benefit, utilitarian benefit, and social benefit) and sacrifice (perceived fee) of UGC consumption. A conceptual framework with following hypotheses is then proposed: (1) benefits of UGC consumption are positively related to perceived value, (2) sacrifice of UGC consumption is negatively related to perceived value, (3) perceived value of UGC positively influences audiences’ intention to donate money to content creators. Data will be collected to test the framework and verify the hypotheses in the future. Donating for UGC is an emerging topic in new media era, and this study represents the first step toward explaining voluntary donation behavior in UGC consumption.
KeywordsVoluntary donation to content creators Value-based adoption model Hedonic benefit Utilitarian benefit Social benefit Perceived fee Perceived value
This study was supported by the Fundamental Research Funds for the Central Universities: No. NR2018002 awarded to the author.
- 2.Arantes, M., Figueiredo, F., Almeida, J.M.: Understanding video-ad consumption on YouTube: a measurement study on user behavior, popularity, and content properties. Paper presented at the Proceedings of the 8th ACM Conference on Web Science (2016)Google Scholar
- 3.Beal, V.: What is User-Generated Content? Webopedia (2018). https://www.webopedia.com/TERM/U/UGC.html. Accessed 9 Feb 2018
- 9.Holbrook, M.B.: Consumer Value: A Framework for Analysis and Research. Psychology Press, London (1999)Google Scholar
- 14.Kollock, P.: The economies of online cooperation: gifts and public goods in cyberspace. In: Smith, M.A., Kollock, P. (eds.) Communities in Cyberspace. Routledge, London (1999)Google Scholar
- 16.Lu, Z., Xia, H., Heo, S., Wigdor, D.: You watch, you give, and you engage: a study of live streaming practices in China. Paper presented at the CHI, Montreal, QC, Canada (2018)Google Scholar
- 17.Nonnecke, B., Preece, J.: Shedding light on lurkers in online communities. In: Buckner, K. (ed.) Ethnographic Studies in Real and Virtual Environments: Inhabited Information Spaces and Connected Communities, Edinburgh, pp. 123–128 (1999)Google Scholar
- 18.Pulizzi, J.: The Only 10 Ways to Make Money From Content Marketing (2017). http://contentmarketinginstitute.com/2017/05/make-money-content-marketing/. Accessed 9 Feb 2018
- 19.Ringle, C.M., Wende, S., Becker, J.-M.: SmartPLS 3. Boenningstedt: SmartPLS GmbH (2015). http://www.smartpls.com
- 20.Schroeder, A.: 2017 Charity Update: Twitch community gives back at record pace! (2017). https://blog.twitch.tv/2017-charity-update-twitch-community-gives-back-at-record-pace-a687f86001bd. Accessed 9 Feb 2018
- 21.Sheth, J.N., Newman, B.I., Gross, B.L.: Consumption Values and Market Choices: Theory and Applications. Southwestem Publishing, Cincinnati (1991)Google Scholar
- 22.Su, L., Zhang, R., Li, Y., Li, W.: What drives trust in online paid knowledge? The role of customer value. Paper presented at the Proceedings of the 22nd Pacific Asia Conference on Information Systems, Japan (2018)Google Scholar
- 24.Tedjamulia, S.J.J., Dean, D.L., Olsen, D.R., Albrecht, C.C.: Motivating content contributions to online communities: Toward a more comprehensive theory. Paper presented at the Proceedings of the 38th Annual Hawaii International Conference on System Sciences, Hawaii (2005)Google Scholar