Abstract
Individuals’ lives and behaviors progressively change as information technology evolves. Through the rapid growth of information technology, individuals can access abundant information and virtual networks and create online communities for information and knowledge exchange and other intellectual pursuits. Some of the most important aspects of community success involve the engagement, participation, and active discussion of and among community members. This study focuses on the user-generated content (UGC) community and explores the mechanism for formation of community attachment from the perspective of the content capital and social capital of community members. In addition, this study demonstrates the moderating effect of membership duration on the mechanism of community attachment formation. Finally, this study reveals that the attachment formed with content and social capital can affect the decision to either continue to participate in a current UGC service site, or move to an alternative site.
Highlights
Individuals’ lives and behaviors progressively change as information technology evolves
This study focuses on the User-generated content (UGC) and explores the mechanism for formation of community attachment from the perspective of the content capital and social capital of community members
This study reveals that the attachment formed with content and social capital can affect the decision to either continue participating in a current UGC service site or move to an alternative site, which is directly linked to community sustainability
Summary
Individuals’ lives and behaviors progressively change as information technology evolves. Through the rapid growth of information technology, individuals can access abundant information and virtual networks and create virtual spaces (i.e., online communities) [1] for activities such as information and knowledge exchange [2], and other intellectual pursuits [3]. In this era of big data [4], the creation and sharing of content by and among individuals has become popular. Community members obtain useful information [12,13], emotional support [14], venues for sharing their own content [15], and channels to build up their social networks [16]
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