Abstract
The advance in User Created Contents (UCCs) web sites like YouTube changed the role of Internet users from contents receivers to contents creators; a role which requires more pro-active user behaviour. However, the literature on user behaviour in information technology lacks theories that explain the pro-active user behaviour of producing and sharing UCCs with others on the Internet. This paper aims to reveal the major attributes of Internet users that have a positive impact on the intention to produce UCCs on the Internet. Extant related theories are reviewed to extract major factors of Internet users that lead to the production of UCCs. A questionnaire survey is administrated to 400 sampled respondents in South Korea to test the relationships among the identified factors. The results show that playfulness, self-expressiveness/sharing intention, innovativeness, computing skills and reward have a positive impact on the intention to produce UCCs. In particular, innovativeness turned out to have the biggest impact, while social participation is not a significant factor. Mediator variables such as age, gender and types of UCC also turned out to be playing a role in the causal relationships among the factors and the intention to produce UCCs. A model pertaining to the intention to produce UCCs online is developed and tested. The academic and practical implications of the study are also discussed in details.
Recommended Citation
Thompson, Ronald L.; Iacovou, Charalambos L.; and Smith, H. Jeff, "Beyond user acceptance: The determinants of the intention to produce user created contents on the internet" (2009). ECIS 2009 Proceedings. 45.
https://aisel.aisnet.org/ecis2009/45