Factors influencing users' participation in video user-created content(UCC)

Abstract

Due to popularization of camcorder built-in digital gadget and internet use, Video user-created contents have become widely available in internet lately. However, considering the UCC services that are only successful when user``s actual participation (contributions) is widely activated, how effective UCC service should be designed to encourage the participation of user is the main issue in such UCC service. This study proposes an integrated theoretical framework for user``s participation behavior on web-based Video UCC service. Construct from well known TAM model (Technology Acceptance Model) and Motivation theory are tested in an integrated theoretical framework of Video UCC users`` participatory behavior. The results of the statistical analysis (using AMOS 4.0) indicate that all the simultaneous direct links postulated between Intrinsic Motivation, Extrinsic Motivation, Perceived Ease of Participation, Perceived Trust and Intention to Participation are all significant in this study. Although, users in the video UCC service considered as both a contents viewer and a creator, this study focused on the user from a creator (participator) side.