Crowdsourcing in User-Generated Content Communities: Impact of Online Networks on Perception and Intended Behaviors of Crowd Engagement

Crowd participation on online social platforms can be enhanced by crowdsourcing existence, but can also create an environment in which users are motivated by diversity of activities as sole creators and promoters of products marketing. With the fast growth of online platforms, different users have diverse viewpoints and experiences related to user-generated content (UGC) activities. Whereas previous studies on UGC have mainly hailed from company or firm perspective considering ratings, reviews, social forums, sharing videos and images, our research focuses on user-generated content as add up in crowdsourcing from users¡¯ viewpoints and experiences. In this study, variety of viewpoints of users give better understanding of users¡¯ contributions, their focus and aspirations in user-generated content. This paper explores the extent to which users¡¯ viewpoints on using online forums from visual and non-visual content importance with mediating effects of standardization and potential of content along with moderating effects of crowdsourcing content creation and promotion legacy. We investigated the viewpoints of users on UGC media contribution as additional supplement in crowdsourcing by conducting survey of university students, one of the largest online communities in China. Findings indicate that drivers of the UGC stuff exhibit a stronger influence on crowd engagement in user-generated content networks. Concerning crowdsourcing content consistency, UGC perceptions are moderated more highly for both visual and non-visual content. This study finally crops several implications for both research and practice. Our findings contribute to a better understanding of crowdsourcing all over in user-generated content.