How Trust and Need

Satisfaction Motivate Producing

User-Generated Content
Journal of Computer Information Systems
Xuequn Wang & Yibai Li
Hypothesis
• H1a: Benevolence trust beliefs among users are positively related to
perceived relatedness.
• H1b: Integrity trust beliefs among users are positively related to
perceived relatedness.
• H2: Perceived competence is positively related to motivation to
produce UGC. H3: Perceived autonomy is positively related to
motivation to produce UGC.
• H4: Perceived relatedness is positively related to motivation to
produce UGC
Conceptual Model
Research Methodology
• To test our research model, they conducted two studies with
participants from different countries (China and U.S.A). For the first
study data was collected via a survey with snowball sampling, and a
total of 203 Chinese participated the study.
Data Collection
China
• The data for the first study was
collected via a survey with
snowball sampling, and a total
of 203 Chinese participated the
study.
U.S.A
• A company called “SurveyCo”
(pseudonym) was employed to
collect data. SurveyCo has been
providing high-quality samples
since 2005 and total of 206 U.S.A
participated the study.
Data Analysis
• In both studies SmartPLS was used to analyze the data.
• In first stage of measurement assessment, our measures of both
studies demonstrated good psychometric properties by meeting
corresponding criteria).
• Then in the structural model assessment, all hypotheses were
supported, and results are shown.
• The Stone–Geisser (Q2 ) test was then conducted to assess the
predictive quality of our model, and the Q2 values of all constructs
were above 0, indicating good predictive relevance
Model Results

Study 1 Study 2
Post hoc analysis: Cross-cultural comparison

• Based on the results of post hoc analysis, except for relationship

between perceived competence and motivation to produce UGC, all
other relationships are significantly different between Chinese
participants and American participants. Specifically, the relationship
between integrity trust beliefs and perceived relatedness is stronger
for Chinese participants, while the relationship between benevolence
trust beliefs and
Implications
• Developers of SNSs may want to support users’ psychological needs
so that they can be motivated to produce UGC in the future.
• Competence: developers of SNSs can provide users certain feedback
to show how others like their UGC.
• Autonomy: developers may provide users different ways to produce
UGC, and allow uses to choose the way they like to produce UGC.
• Relatedness: developers may develop corresponding methods to
facilitate interaction between users, so that peoples feel better
connected with others
• The results show that people from different countries may emphasize
on different trust beliefs, and developers may develop the SNS
platform accordingly.
• When users post malicious, misleading, disrespectful, or unfair
content, developers may send them warnings or close their accounts
for a certain period of time (China).
• Developers can encourage participants to help each other and
recognize those users who have done so (U.S.A)