Understanding Online User Community User Contribution Behavior Formation through Online Social Support and Self-determination Theory

Abstract

Abstract: User contribution behavior is important to the growth of enterprise-based online user community, but little attention has been paid to the user contribution behavior formation process mechanism. Introducing the stimulus-organism-response (S-O-R) theory as the overall framework, from the perspective of combined two classic theories, namely online social support theory and self-determination theory, this paper proposes the formation mechanism model of user contribution behavior in online user community. Based on the data of 398 online community user questionnaires, the conclusions show that the online social support, including two variables of online information support and online emotional support, have a direct positive impact on the variable of user contribution behavior, while the online social support, including online information support and online emotional support, can significantly indirect influence user contribution behavior through significantly affecting two variables of sense of belonging and sense of competence, respectively. The mediating test further proves that both sense of belonging and sense of competence play an important part mediating role. This study reveals the internal transformation mechanism of user contribution behavior, confirming the important role of online social support and self-determination in the formation process of user contribution behavior. At the end of the paper, management suggestions on how to guide user behaviors are given.

Key words: online user community, user contribution behavior, online social support, self-determination theory, S-O-R theory

Qin Min, Li Ruonan. Understanding Online User Community User Contribution Behavior Formation through Online Social Support and Self-determination Theory[J]. Management Review, 2020, 32(9): 168-181.

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