Abstract
Beginning vloggers’ low enthusiasm for Vlog creation has garnered little consideration, even though a social media platform can highly improve user stickiness and user activity by engaging users to generate content. This paper investigates the effects of extrinsic and intrinsic motivations on Vlog creative behavior mediated by cognition and emotion based on social cognitive theory and self-discrepancy theory. The analysis of 342 questionnaire surveys shows that intrinsic motivation (social interaction and social cues presentation) positively affects identity construction and positive emotions. In contrast, extrinsic motivation (community incentives and social norms) only positively affects identity construction and does not significantly influence positive emotions. Identity construction and positive emotions further significantly affect the creative behavior of beginning vloggers. The results reveal the process of Vlog creative behavior and have important practical implications for enhancing the platform performance.
Recommended Citation
Liao, Miyan; Sun, Xiying; Fang, Jiaming; and Li, Liangqiang, "Helping Beginning Vloggers to Overcome Cold Start: the Perspective of Identity Construction" (2021). ICEB 2021 Proceedings (Nanjing, China). 35.
https://aisel.aisnet.org/iceb2021/35