Continuous content contribution in virtual community: The role of status-standing on motivational mechanisms

Abstract

A central concern for the long-term vibrancy of virtual communities is how to effectively motivate continuous contributions from community members. To address this challenge, a series of motivation factors that range from self-interest driven to prosocial-oriented motives have been identified by scholars. As members participate in continuous contributions and community activities alike, their status or positions within the virtual communities would change, which may influence their cognition and behavior. While status-seeking can lead to greater contributions and a better performance, research has yet to study in a comprehensive manner how an individual's status-standing shape one's recognition and behavior in a systematic way. To fill this research gap, a comprehensive theoretical model based on the status theory of collective action is proposed to explain how status standing moderates the impact of different types of motivations (self-interest vs. prosocial) on continuous contributions in virtual communities. Our findings suggest that improved status-standing can enhance the motivational incentives of virtual rewards and peer recognition, while boosting the prosocial motivation of opinion leadership to contribute content in virtual communities. Overall, this study not only suggests a comprehensive view of our current understandings regarding contribution behavior in virtual communities, but also yields deep insights into how motivational mechanism of virtual communities can be reasonably designed and properly used to promote continuous contributions.