Assessing Motivation of Contribution in Online Communities: An Empirical Investigation of an Online Travel Community

Abstract

This study contributes to the understanding of online communities by examining why community members are willing to make active contributions to their community. A model of motivation for such contributions was developed and tested within the context of an online travel community. The results of a factor analysis and a series of reliability tests indicate that the motivation model is valid and can serve as a basis for the understanding of online community members' motivation of contribution. The results of the path analyses show that motivations of efficacy, instrumental, and expectancy have positive effects on level of contribution. In addition, ease of communication, members' personality as well as their level of general involvement in the community are found to have positive relationships with level of active contribution. Discussion and implications are provided based on the study results.