UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea
Abstract
:1. Introduction
2. Theoretical Background
2.1. Motives of Online Community, Knowledge Community, Electronic Word-of-Mouth
2.2. UGC Sharing Motives
3. UGC Sharing Motives Identification and Its Effect on UGC Sharing Intentions
3.1. Structure of UGC Sharing Motives
3.2. UGC Sharing Motives Identification
3.3. Influence of UGC Sharing Motives on UGC Sharing Intentions
4. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Variable | Measurement | Related Studies | |
---|---|---|---|
UGC motives | Self-achievement 1 | My UGC is an achievement that I created by myself | Self-expression [38]; Recognition needs [42]; Peer influence [26] |
Self-achievement 2 | I completed my UGC by doing my best | ||
Self-achievement 3 | I share my content to show my creativity to other members | ||
Self-enjoyment 1 | I enjoy myself while creating my UGC | Entertainment needs [42] | |
Self-enjoyment 2 | I am satisfied with the time it takes to create my UGC | ||
Community identity 1 | I become attached to the site when I share my UGC | Social needs [42]; Shared language [22] | |
Community identity 2 | I feel I am a member of the site when I share my UGC | ||
Community communication 1 | I exchange opinions with other members through my UGC | Social needs [42]; Norm of reciprocity [12,20] | |
Community communication 2 | I deliver the information to this site by sharing my UGC | ||
Community communication 3 | My UGC is a tool for communication with other members | ||
Familiarity 1 | I want other members to become familiar with me through my UGC | Social interaction ties [18,19]; Social capital [23,24,25] | |
Familiarity 2 | I share my UGC to give pleasure to other members on this site | ||
Familiarity 3 | I share my UGC to get along with other members on this site | ||
Feedback 1 | I’m disappointed if other members do not give me feedback on my UGC | Recognition needs [42]; Social capital [23,24,25], | |
Feedback 2 | I want to get other members’ feedback on my UGC | ||
Economic reward 1 | I want to get some monetary reward through my UGC | eWOM [29] | |
Economic reward 2 | I expect to earn money with my UGC | ||
Social reward 1 | I want to be famous through my UGC | Social needs [42]; eWOM [29] | |
Social reward 2 | I expect to be popular with my UGC | ||
Self-enhancement 1 | I can improve my skills by creating UGC | Cognitive need [42] | |
Self-enhancement 2 | I can better myself by creating my UGC | ||
Uniqueness 1 | I want to express my unique self with my UGC | Self-presentation [37] | |
Uniqueness 2 | I want to show my true self by sharing my UGC | ||
Control variables | Community activeness 1 | The site has many members | Virtual Community [12,17,18,19,20,21]; Social Capital [23,24,25,26], Knowledge management [22,27] |
Community activeness 2 | There is a lot of content on the site | ||
Community activeness 3 | The site members continuously upload content | ||
Community activeness 4 | The site members actively share their content | ||
Community trust 1 | The quality level of content on the site is high | ||
Community trust 2 | I can trust the site members | ||
Community trust 3 | The site is trustworthy | ||
Community trust 4 | The site has many experts | ||
Ease of share 1 | It is easy to upload my content to the site | ||
Ease of share 2 | The site provides convenient sharing tools | ||
Community mood 1 | The site often gives negative feedback | ||
Community mood 2 | The mood of the site is negative and critical | ||
UGC skill 1 | I am familiar with computer skills | ||
UGC skill 2 | I have sufficient skills to use UGC tools |
Factor | Cronbach’s Alpha | ||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | ||
Eigen Value | 5.00 | 4.17 | 3.24 | 3.23 | 2.83 | 3.25 | 2.65 | 2.38 | 2.17 | 1.94 | |
Self−achivement1 | 0.82 | 0.28 | 0.04 | 0.21 | 0.01 | 0.07 | 0.03 | −0.04 | −0.04 | 0.09 | 0.92 |
Self−enjoyment1 | 0.82 | 0.16 | 0.13 | −0.04 | 0.21 | 0.17 | 0.08 | 0.09 | 0.15 | 0.07 | |
Self−enjoyment2 | 0.80 | 0.10 | 0.20 | −0.01 | 0.26 | 0.08 | 0.09 | 0.07 | 0.17 | 0.09 | |
Self−achivement2 | 0.78 | 0.10 | 0.12 | 0.19 | 0.17 | 0.14 | 0.01 | 0.01 | −0.08 | 0.18 | |
Self−achivement3 | 0.76 | 0.26 | 0.17 | 0.10 | 0.23 | 0.13 | 0.05 | 0.13 | 0.06 | 0.12 | |
Community identity1 | 0.15 | 0.78 | 0.13 | 0.18 | 0.26 | 0.12 | 0.12 | 0.08 | −0.11 | 0.18 | 0.92 |
Community identity2 | 0.23 | 0.78 | 0.24 | 0.17 | 0.18 | 0.00 | 0.19 | 0.09 | −0.04 | 0.12 | |
Community communication1 | 0.36 | 0.69 | 0.16 | 0.07 | 0.21 | −0.02 | 0.04 | 0.29 | −0.02 | 0.16 | |
Community communication2 | 0.26 | 0.62 | 0.16 | 0.13 | 0.20 | −0.03 | 0.13 | 0.35 | −0.02 | 0.27 | |
Community communication3 | 0.20 | 0.55 | 0.48 | 0.06 | 0.18 | −0.06 | 0.09 | 0.38 | 0.28 | −0.04 | |
Familiarity1 | 0.25 | 0.35 | 0.73 | 0.05 | 0.17 | 0.10 | 0.16 | 0.09 | 0.01 | 0.27 | 0.90 |
Familiarity2 | 0.15 | 0.41 | 0.65 | 0.16 | 0.30 | 0.18 | 0.08 | 0.24 | 0.07 | 0.11 | |
Familiarity3 | 0.23 | 0.44 | 0.59 | 0.11 | 0.13 | 0.08 | 0.10 | 0.37 | 0.18 | 0.02 | |
Feedback1 | 0.56 | 0.01 | 0.59 | 0.17 | −0.05 | 0.25 | 0.04 | 0.04 | −0.04 | 0.12 | |
Feedback2 | 0.53 | 0.15 | 0.58 | 0.20 | 0.21 | 0.16 | 0.14 | −0.05 | −0.12 | 0.10 | |
Economic reward1 | 0.09 | 0.07 | 0.00 | 0.90 | 0.02 | −0.05 | 0.12 | 0.10 | 0.07 | 0.08 | 0.90 |
Economic reward2 | 0.10 | 0.18 | 0.03 | 0.86 | 0.14 | −0.18 | 0.14 | 0.16 | 0.06 | 0.01 | |
Social reward1 | 0.19 | 0.10 | 0.32 | 0.74 | 0.34 | 0.12 | 0.09 | 0.07 | 0.05 | 0.08 | |
Social reward2 | 0.17 | 0.25 | 0.30 | 0.59 | 0.44 | 0.15 | 0.15 | 0.12 | −0.02 | −0.07 | |
Self−enhancement1 | 0.33 | 0.30 | 0.03 | 0.12 | 0.74 | 0.06 | 0.06 | 0.07 | 0.04 | 0.10 | 0.90 |
Self−enhancement2 | 0.35 | 0.41 | 0.12 | 0.22 | 0.69 | 0.07 | 0.08 | −0.04 | −0.02 | 0.02 | |
Uniqueness1 | 0.23 | 0.23 | 0.40 | 0.38 | 0.60 | 0.13 | 0.07 | 0.13 | 0.11 | 0.05 | |
Uniqueness2 | 0.30 | 0.18 | 0.37 | 0.28 | 0.59 | 0.02 | 0.16 | −0.01 | 0.01 | 0.22 | |
Community activeness1 | 0.18 | 0.00 | 0.17 | −0.15 | 0.05 | 0.88 | 0.10 | 0.08 | 0.21 | 0.01 | 0.89 |
Community activeness2 | 0.23 | 0.02 | 0.24 | −0.07 | −0.02 | 0.85 | 0.10 | 0.00 | 0.21 | 0.04 | |
Community activeness3 | 0.12 | 0.09 | −0.01 | 0.17 | 0.04 | 0.81 | 0.14 | 0.25 | 0.08 | 0.00 | |
Community activeness4 | 0.07 | 0.04 | −0.08 | −0.10 | 0.29 | 0.64 | 0.10 | 0.10 | 0.29 | 0.40 | |
Community trust1 | −0.02 | 0.19 | −0.01 | 0.09 | −0.04 | 0.10 | 0.87 | 0.14 | −0.01 | −0.02 | 0.85 |
Community trust2 | 0.10 | 0.06 | 0.15 | 0.19 | 0.13 | 0.03 | 0.78 | 0.17 | 0.11 | 0.24 | |
Community trust3 | 0.20 | −0.06 | 0.17 | 0.08 | 0.21 | 0.24 | 0.66 | 0.24 | 0.03 | 0.37 | |
Community trust4 | 0.08 | 0.52 | 0.11 | 0.17 | 0.08 | 0.26 | 0.66 | −0.13 | −0.03 | −0.05 | |
Ease of share1 | 0.01 | 0.21 | 0.18 | 0.16 | 0.04 | 0.17 | 0.13 | 0.87 | 0.03 | 0.11 | 0.93 |
Ease of share2 | 0.07 | 0.18 | 0.05 | 0.17 | 0.01 | 0.17 | 0.19 | 0.85 | 0.07 | 0.06 | |
Community mood1 | 0.07 | −0.04 | 0.03 | 0.07 | 0.03 | 0.25 | 0.06 | 0.01 | 0.93 | −0.04 | 0.97 |
Community mood2 | 0.03 | −0.04 | 0.04 | 0.09 | 0.02 | 0.27 | 0.01 | 0.10 | 0.93 | 0.00 | |
UGC skill1 | 0.27 | 0.22 | 0.15 | 0.04 | 0.07 | 0.10 | 0.19 | 0.12 | −0.02 | 0.83 | 0.91 |
UGC skill2 | 0.28 | 0.43 | 0.22 | 0.12 | 0.09 | 0.05 | 0.14 | 0.07 | −0.08 | 0.68 |
Variables | UGC Sharing Intention (Quantity) | UGC Sharing Intention (Quality) | ||||
---|---|---|---|---|---|---|
β | t-Value | p-Value | β | t-Value | p-Value | |
Self-creation | 0.46 | 13.63 | 0.01 | 0.09 | 2.02 | 0.04 |
Community commitment | 0.34 | 9.88 | 0.01 | 0.34 | 7.77 | 0.01 |
Social relationship | 0.35 | 10.18 | 0.01 | 0.14 | 3.20 | 0.01 |
Reward | 0.16 | 4.82 | 0.01 | 0.35 | 7.93 | 0.01 |
Self-expression | 0.32 | 9.29 | 0.01 | 0.25 | 5.73 | 0.01 |
Community activeness | 0.08 | 2.22 | 0.03 | −0.05 | −1.08 | 0.28 |
Community trust | 0.10 | 2.98 | 0.01 | 0.29 | 6.51 | 0.01 |
Ease of share | 0.06 | 1.72 | 0.09 | 0.10 | 2.20 | 0.03 |
Community mood | −0.08 | −2.45 | 0.01 | −0.04 | −0.88 | 0.38 |
UGC skill | 0.25 | 7.43 | 0.01 | 0.08 | 1.83 | 0.07 |
ANOVA | F(10,289) = 57.47, p < 0.01 | F(10,289) = 22.29, p < 0.01 | ||||
R2 (Adjusted R2) | 0.67 (0.65) | 0.44 (0.42) |
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Park, D.-H.; Lee, S. UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea. Sustainability 2021, 13, 9644. https://doi.org/10.3390/su13179644
Park D-H, Lee S. UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea. Sustainability. 2021; 13(17):9644. https://doi.org/10.3390/su13179644
Chicago/Turabian StylePark, Do-Hyung, and Sungwook Lee. 2021. "UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea" Sustainability 13, no. 17: 9644. https://doi.org/10.3390/su13179644