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International Conference on Human-Computer Interaction

HCII 2019: HCI in Business, Government and Organizations. Information Systems and Analytics pp 221–230Cite as

Motivating User-Generated Content Contribution with Voluntary Donation to Content Creators

Part of the Lecture Notes in Computer Science book series (LNISA,volume 11589)

Abstract

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.

Keywords

  • Voluntary donation to content creators
  • Value-based adoption model
  • Hedonic benefit
  • Utilitarian benefit
  • Social benefit
  • Perceived fee
  • Perceived value

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Acknowledgement

This study was supported by the Fundamental Research Funds for the Central Universities: No. NR2018002 awarded to the author.

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Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, Jiangsu, People’s Republic of China

    Lili Liu

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  1. Lili Liu
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Correspondence to Lili Liu .

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Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Dr. Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Prof. Keng Siau

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Liu, L. (2019). Motivating User-Generated Content Contribution with Voluntary Donation to Content Creators. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. Information Systems and Analytics. HCII 2019. Lecture Notes in Computer Science(), vol 11589. Springer, Cham. https://doi.org/10.1007/978-3-030-22338-0_18

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  • DOI: https://doi.org/10.1007/978-3-030-22338-0_18

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