An Empirical Study on Motivation Factors and Reward Structure for User's Createve Contents Generation: Focusing on the Mediating Effect of Commitment

창의적인 UCC 제작에 영향을 미치는 동기 및 보상 체계에 대한 연구: 몰입에 매개 효과를 중심으로

  • Published : 2010.03.31

Abstract

User created content (UCC) is created and shared by common users on line. From the user's perspective, the increase of UCCs has led to an expansion of alternative means of communications, while from the business perspective UCCs have formed an environment in which an abundant amount of new contents can be produced. Despite outward quantitative growth, however, many aspects of UCCs do not meet the expectations of general users in terms of quality, and this can be observed through pirated contents and user-copied contents. The purpose of this research is to investigate effective methods for fostering production of creative user-generated content. This study proposes two core elements, namely, reward and motivation, which are believed to enhance content creativity as well as the mediating factor and users' committement, which will be effective for bridging the increasing motivation and content creativity. Based on this perspective, this research takes an in-depth look at issues related to constructing the dimensions of reward and motivation in UCC services for creative content product, which are identified in three phases. First, three dimensions of rewards have been proposed: task dimension, social dimension, and organizational dimention. The task dimension rewards are related to the inherent characteristics of a task such as writing blog articles and pasting photos. Four concrete ways of providing task-related rewards in UCC environments are suggested in this study, which include skill variety, task significance, task identity, and autonomy. The social dimensioni rewards are related to the connected relationships among users. The organizational dimension consists of monetary payoff and recognition from others. Second, the two types of motivations are suggested to be affected by the diverse rewards schemes: intrinsic motivation and extrinsic motivation. Intrinsic motivation occurs when people create new UCC contents for its' own sake, whereas extrinsic motivation occurs when people create new contents for other purposes such as fame and money. Third, commitments are suggested to work as important mediating variables between motivation and content creativity. We believe commitments are especially important in online environments because they have been found to exert stronger impacts on the Internet users than other relevant factors do. Two types of commitments are suggested in this study: emotional commitment and continuity commitment. Finally, content creativity is proposed as the final dependent variable in this study. We provide a systematic method to measure the creativity of UCC content based on the prior studies in creativity measurement. The method includes expert evaluation of blog pages posted by the Internet users. In order to test the theoretical model of our study, 133 active blog users were recruited to participate in a group discussion as well as a survey. They were asked to fill out a questionnaire on their commitment, motivation and rewards of creating UCC contents. At the same time, their creativity was measured by independent experts using Torrance Tests of Creative Thinking. Finally, two independent users visited the study participants' blog pages and evaluated their content creativity using the Creative Products Semantic Scale. All the data were compiled and analyzed through structural equation modeling. We first conducted a confirmatory factor analysis to validate the measurement model of our research. It was found that measures used in our study satisfied the requirement of reliability, convergent validity as well as discriminant validity. Given the fact that our measurement model is valid and reliable, we proceeded to conduct a structural model analysis. The results indicated that all the variables in our model had higher than necessary explanatory powers in terms of R-square values. The study results identified several important reward shemes. First of all, skill variety, task importance, task identity, and automony were all found to have significant influences on the intrinsic motivation of creating UCC contents. Also, the relationship with other users was found to have strong influences upon both intrinsic and extrinsic motivation. Finally, the opportunity to get recognition for their UCC work was found to have a significant impact on the extrinsic motivation of UCC users. However, different from our expectation, monetary compensation was found not to have a significant impact on the extrinsic motivation. It was also found that commitment was an important mediating factor in UCC environment between motivation and content creativity. A more fully mediating model was found to have the highest explanation power compared to no-mediation or partially mediated models. This paper ends with implications of the study results. First, from the theoretical perspective this study proposes and empirically validates the commitment as an important mediating factor between motivation and content creativity. This result reflects the characteristics of online environment in which the UCC creation activities occur voluntarily. Second, from the practical perspective this study proposes several concrete reward factors that are germane to the UCC environment, and their effectiveness to the content creativity is estimated. In addition to the quantitive results of relative importance of the reward factrs, this study also proposes concrete ways to provide the rewards in the UCC environment based on the FGI data that are collected after our participants finish asnwering survey questions. Finally, from the methodological perspective, this study suggests and implements a way to measure the UCC content creativity independently from the content generators' creativity, which can be used later by future research on UCC creativity. In sum, this study proposes and validates important reward features and their relations to the motivation, commitment, and the content creativity in UCC environment, which is believed to be one of the most important factors for the success of UCC and Web 2.0. As such, this study can provide significant theoretical as well as practical bases for fostering creativity in UCC contents.

Keywords

Acknowledgement

Supported by : 한국학술진흥재단

References

  1. Allen, N.J. and Meyer, J.P., "The measurement and antecedents of affective, continuance, and normative commitment to the organization," Journal of occupational and organizational psychology, Vol. 63, 1990, pp. 1-8. https://doi.org/10.1111/j.2044-8325.1990.tb00506.x
  2. Amabile, T.M., "Effects of external evaluation on artistic creativity," Journal of Personality and Social Psychology, Vol. 37, 1979, pp. 221-233. https://doi.org/10.1037/0022-3514.37.2.221
  3. Amabile, T.M., The social psychology of creativity, New York, NY: Springer-Verlag, 1982.
  4. Amabile, T.M., The atmosphere of pure work: Creativity in research and development, New York, NY: The Guilford Press, 1994.
  5. Amabile, T.M., Creativity in Context, BouIder, CO: Westview Press, 1996.
  6. Ang, S.H. and Low, S.Y.M., "Exploring the dimensions of ad creativity," Psychology and Marketing, Vol. 17, 2000, pp. 835-854. https://doi.org/10.1002/1520-6793(200010)17:10<835::AID-MAR1>3.0.CO;2-#
  7. Becker, G.S., An Economic Analysis of Fertility. Princeton, NJ: Princeton University Press, 1960.
  8. Besemer, S.P., "Creative product analysis matrix: testing the model structure and a comparison among products-three novel chairs," Creativity Research Journal, Vol. 11, 1998, pp. 333-346. https://doi.org/10.1207/s15326934crj1104_7
  9. Besemer, S.P. and O'Quin, K., "Confirming the three-factor creative product analysis matrix model in an American sample," Creativity Research Journal, Vol. 12, 1999, pp. 287-296. https://doi.org/10.1207/s15326934crj1204_6
  10. Buchanan, B., "Building organizational commitment: the socialization of managers in work organizations," Administrative Science Quarterly, Vol. 19, 1974, pp. 533-546. https://doi.org/10.2307/2391809
  11. Chen, J., "Flow on the net-Detecting Web users' positive affects and their flow states," Computers in Human Behavior, Vol. 22, 2006, pp. 221-233. https://doi.org/10.1016/j.chb.2004.07.001
  12. Chin, W., "Issues and opinion on Structural Equation Modeling," MIS Quarterly, Vol. 22, No. 1, 1998, pp. 94-104.
  13. Covington, M.Y., "Goal theory, motivation and school achievement: an integrative review," Annual Review of Psychology, Vol. 51, 2000, pp. 171-200. https://doi.org/10.1146/annurev.psych.51.1.171
  14. Csikszentmihalyi, M., Rathunde, K., and Whalen, S., Talented teenagers: The roots of success and failure. NY: Cambridge University Press, 1993.
  15. Csikszentmihalyi, M., Creativity: Flow and the Psychology of Discovery and Invention, Harper Perennial, 1997.
  16. Csikszentmihalyi, M. and Wolfe, R., New conceptions and research approaches to creativity: implications of a systems perspective for creativity in education. Oxford, UK: Elsevier Science, 2000.
  17. Deci, E.L. and Ryan, R.M., Intrinsic motivation and self-determination in human behavior. New York, NY: Plenum Press, 1985.
  18. Deci, E.L. and Ryan, R.M., "The 'what' and 'why' of goal pursuit: Human needs and the self-determination of behavior," Psychological Inquiry, Vol. 11, 2000, pp. 27-268.
  19. Deutsch, M., "Equity, equality and need: What determines which value will be used as the absis of distributive justice?," Journal of Social Issues, Vol. 31, 1975, pp. 137-150.
  20. Dowling, G.R. and Uncles, M., "Do customer loyalty programs really work?," Sloan Management Review, Vol. 38, 1997, pp. 71-82.
  21. Foa, U.G and Foa, E.B., Societal structures of the mind, Springfield, IL: Charles C Thomas, 1974.
  22. Fornell, C. and Larcker, D.F., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, Vol. 18, 1981, pp. 39-50. https://doi.org/10.2307/3151312
  23. Greene, D. and Lepper, M.R., "Effects of extrinsic rewards on children's subsequent intrinsic interest," Child Development, Vol. 1974, No. 45, 1974, pp. 1141-1145.
  24. Haberland, G. and Dacin, P., "The development of a measure to assess viewers' judgements of the creativity of an advertisement," Advances in Consumer Research, Vol. 19, 1992, pp. 817-825.
  25. Hackman, J.R. and Oldham, G.R., "Development of the Job Diagnostic Survey," Journal of Applied Psychology, Vol. 60, 1975, pp. 159-170. https://doi.org/10.1037/h0076546
  26. Heckler, S.E. and Childers, T.L., "The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency?," Journal of Consumer Research, Vol. 18, 1992, pp. 475-492. https://doi.org/10.1086/209275
  27. Johansson, F., The Medici Effect: What Elephants and Epidemics can teach us about innovation, HBS Press, Boston Cambridge, 2006.
  28. Jung, S., Lee, K., Lee, I., and Kim, "A Qualitative Study on the Facilitation of User Created Contents: Focused on Folklore Theories," Asian Pacific Journal of Information Systems, Vol. 19, No. 2, 2009, pp. 43-72.
  29. Katz, R. and Van Maanen, J., "The Loci of Work Satisfaction," Human Relations, Vol. 30, 1977, pp. 469-486. https://doi.org/10.1177/001872677703000505
  30. Kim, S. and Kim, Y., "Task Characteristics of Public Administration Organization," Korean Public Administration Journal, Vol. 39, No. 2, 2005, pp. 63-86.
  31. Kim, Y. and Lee, S., "Development and Evaluation of a Korean Version of Creative Output Evaluation System," Journal of Korean Psycholoy Association, Vol. 17, No. 3, 2004, pp. 305-327.
  32. Kim, Y., Creative Problem Solving: Theory and Methods of Creativity. Seoul: Science Education, 1999.
  33. Koestner, R., Ryan, R.M., Bernieri, F., and Holt, K., "Setting limits in children's behavior: The differential effects of controlling versus informational styles on intrinsic motivation and creativity," Journal of Personality, Vol. 52, 1984, pp. 233-248. https://doi.org/10.1111/j.1467-6494.1984.tb00879.x
  34. Lepper, M.R. and Greene, D., The hidden costs of reward. Hillsdale, NJ: Erlbaum, 1978.
  35. Levy, S. and Stone, B., The New Wisdom of the Web. Newsweek, 2006.
  36. Lubart, T.I., Componential models, New York, NY: Academic Press, Vol. 1, 1999.
  37. Lubart, T.I. and Getz, I., "Emotion, metaphor, and the creative process," Creativity Research Journal, Vol. 10, 1997, pp. 285-301. https://doi.org/10.1207/s15326934crj1004_1
  38. Marra, J.L., Advertising Creativity. Englewood Cliffs, NJ: Prentice Hall, 1990.
  39. Martinsen, O., "Insight problems revisited: The influence of cognitive styles and experiences of creative problem solving," Creativity Research Journal, Vol. 6, 1993, pp. 435- 448. https://doi.org/10.1080/10400419309534498
  40. Mathieu, J.E. and Zajac, D.M., "A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment," Psychological Bulletin, Vol. 108, 1990, pp. 171-194. https://doi.org/10.1037/0033-2909.108.2.171
  41. Meyer, J.P. and Allen, N.J., "Testing the 'side-bet theory' of organizational commitment: some methodological considerations," Journal of Applied Psychology, Vol. 69, 1984, pp. 372-378. https://doi.org/10.1037/0021-9010.69.3.372
  42. Meyer, J.P. and Allen, N.J., "A three-component conceptualization of organizational commitment," Human resource management review, Vol. 1, 1991, pp. 61-89. https://doi.org/10.1016/1053-4822(91)90011-Z
  43. Morrow, P.C., "Concept redundancy in organizational research: The case of work commitment," Academy of Management Journal, Vol. 8, 1983, pp. 486-500.
  44. Narn, W., No Creativity, Just Copying. Donga Daily Newspaper, 2006.
  45. Overskeid, G. and Svartdal, F., "Effect of reward on subjective autonomy and interest when initial interest is low," Psychological Record, Vol. 46, 1996, pp. 319-331.
  46. Pace, S., "A grounded theory of the flow experiences of web users," International Journal of Human-Computer Studies, Vol. 60 No. 3, 2004, pp. 327-363. https://doi.org/10.1016/j.ijhcs.2003.08.005
  47. Pintrich, P.R. and Schunk, D.H., Motivation in education: Theory, research and applications. Upper Saddle River, NJ: Pearson Education, 2002.
  48. Rabinowitz, S. and Hall, D.T., "Changing correlates of job involvement in three career stages," Journal of Vocational Behavior, Vol. 18, 1981, pp. 138-144. https://doi.org/10.1016/0001-8791(81)90002-6
  49. Randall, D., "The consequences of organizational commitment: methodological investigation," Journal of Organizational Behavior, Vol. 36, 1990, pp. 210-224.
  50. Renn, R.W. and Fedor, D.B., "Development and field test of a feedback seeking, selfefficacy, and goal setting model of work performance," Journal of Management, Vol. 27, 2001, pp. 563-584. https://doi.org/10.1177/014920630102700504
  51. Ross, T.L. and Ross, R.A., "Productivity gainsharing: Resolving some of the measurement issues," Narional Productivity Review, Vol. 3, No. 4, 1984, pp. 382-394. https://doi.org/10.1002/npr.4040030404
  52. Ryan, R.M. and Deci, E.L., "Self-determination theory and the facilitation of intrinsic motivation, social development and wellbeing," American Psychologist, Vol. 55, 2000, pp. 68-78. https://doi.org/10.1037/0003-066X.55.1.68
  53. Ryan, R.M. and Stiller, J., The social contexts of internalization: Parent and teacher influences on autonomy, motivation and learning, Greenwich, CT: JAl Press, Vol. 7, 1991.
  54. Schau, H.J. and Gilly, M.C, "We Are What We Post? Self-Presentation in Personal Web Space," Journal of Consumer Research, Vol. 30, 2003, pp. 385-404. https://doi.org/10.1086/378616
  55. Seo, H., Ahn, J., and Yang, J., "Continued Usage of Hedonic Information System: Focused on UCC," Asian Pacific Journal of Information Systems, Vol. 17, No. 3, 2007, pp. 25-53.
  56. Smith, P.C., Kendall, L.M., and Hulin, C. L., The measurement of satisfaction in work and retirement. Chicago, lL: Rand McNally, 1969.
  57. Sobel, M.E., "Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models," Sociological Methodology, Vol. 13, 1982, pp. 290-312. https://doi.org/10.2307/270723
  58. Steers, R.M., "Antecedents and outcomes or organizational commitment," Administrative Science Quarterly, Vol. 22, 1977, pp. 46- 56. https://doi.org/10.2307/2391745
  59. Sternberg, R.J. and Lubart, T.I., The concept of creativity: prospects and paradigms, Cambridge, UK: Cambridge University Press, 1999.
  60. Stipek, D., Motivation to learn: Integrating theory and practice, Boston, MA: Allyn and Bacon, 2002.
  61. Tak, J. and Downey, R.G., "Job Satisfaction in Korea," Korean Journal of Industrial and Organizational Psychology, Vol. 1, No. 1, 1988, pp. 44-54.
  62. Tatcher, A., Wretschko, G., and Fridjhon, P., "Online flow experience, problematic internet use and internet procrastination," Computers in Human Behavior, Vol. 24, No. 5, 2008, pp. 2236-2254. https://doi.org/10.1016/j.chb.2007.10.008
  63. Till, B.D. and Baack, D.W., "Recall and persuasion," Journal of Advertising, Vol. 34, No. 3, 2005, pp. 47-57. https://doi.org/10.1080/00913367.2005.10639201
  64. Torrance, E.P., Torrance tests of creative thinking: Norms-technical manual (Research ed.), Princeton, NJ: Personnel Press, 1966.
  65. Vass, M, Carroll, J., Shaffer, C., "Supporting creativity in problem solving environment," Proceedings of the 4th conference on Creativity and cognition Loughborough, UK, 2002, pp. 31-37.
  66. Hwang, M., A Structural Relation between Supervisors and Surbordiantes in Hotel Organization, Seoul: Graduate School of Tourism, Keonghee University, 2005.
  67. White, A. and Smith, B.L., "Assessing advertising creativity using the Creative Product Semantic Scale," Journal of Advertising Research, Vol. 41, No. 6, 2001, pp. 27-34. https://doi.org/10.2501/JAR-41-6-27-34
  68. Yim, B., Cho, D., and Cho, Y., "An impacr of UCC Creativity on Users' Emotion," Design Forum, Vol. 20, 2008, pp. 159-168.
  69. Zahra, S., "Antecedents and consequences of organizational commitment: An integrative approach," Akron Business and Economics Review, Vol. 15, No. 3, 1984, pp. 26-32.