Encouraging user participation in a course recommender system: An impact on user behavior

User participation emerged as a critical issue for collaborative and social recommender systems as well as for a range of other systems based on the power of user community. A range of mechanisms to encourage user participation in social systems has been proposed over the last few years; however, the impact of these mechanisms on users behavior in recommender systems has not been studied sufficiently. This paper investigates the impact of encouraging user participation in the context of CourseAgent, a community-based course recommender system. The recommendation power of CourseAgent is based on course ratings provided by a community of students. To increase the number of course ratings, CourseAgent applies an incentive mechanism which turns user feedback into a self-beneficial activity. In this paper, we describe the design and implementation of our course recommendation system and its incentive mechanism. We also report a dual impact of this mechanism on user behavior discovered in two user studies.     

Administrator-users contribute more to online communities

Lack of user participation and contribution has been a long-standing problem for online communities. We proposed and examined new strategies for cultivating opinion leadership and enabling users to post articles outside of the community theme. We used social role theory to propose that online communities should encourage highly committed users to take administrator roles, which will increase their opinion leadership and contributions to both public spaces and their own user-controlled spaces. We collected multiple-wave and multiple-source data from 1,115 users of a large online community. The results indicate that encouraging users to take administrator roles increases their community contributions.     

Beyond Leaders and Followers: Understanding Participation Dynamics in Event-Based Social Networks

ABSTRACT

Understanding user behaviors and social relations in social media has been an important topic in Human-Computer Interaction research. In this paper, we look at an emerging form of social media, Event-based Social Networks (EBSNs), which support a special type of hybrid community where people are connected online to organize themselves for offline gatherings. EBSN users are labeled as either organizers or members on existing platforms, and their behavioral and relationship patterns in offline events have not been described systematically. To understand participation dynamics in EBSNs, we present an interview study with 12 Meetup users and categorize a variety of social roles beyond organizers and members. We identify that different types of organizers, classical leaders and delegated leaders, have different relationship patterns with various types of members, including active contributors, active followers, newcomers and occasional visitors. By comparing these roles with purely offline or online communities, we discuss how participation dynamics in EBSNs reflect the intertwined impacts of hybrid community and implications of our findings for technology designs.     

The ties that bind: Social network principles in online communities

In a Web 2.0 environment, the online community is fundamental to the business model, and participants in the online community are often motivated and rewarded by abstract concepts of social capital. How networks of relationships in online communities are structured has important implications for how social capital may be generated, which is critical to both attract and govern the necessary user base to sustain the site. We examine a popular website, Slashdot, which uses a system by which users can declare relationships with other users, and also has an embedded reputation system to rank users called ‘Karma’. We test the relationship between user's Karma level and the social network structure, measured by structural holes, to evaluate the brokerage and closure theories of social capital development. We find that Slashdot users develop deep networks at lower levels of participation indicating value from closure and that participation intensity helps increase the returns. We conclude with some comments on mechanism design which would exploit these findings to optimize the social networks and potentially increase the opportunities for monetization.     

Assessing flow experience in social networking site based brand communities

The sustenance of the Social Networking Site (SNS)-based brand communities relies on user retention and their active participation. Therefore, understanding the intrinsic aspects of user behavior in such communities is important for devising strategies to ensure user retention and active participation. Especially, information about the elements that induce flow experiences—the intrinsically enjoyable and immersive experiences—of users in SNS has become important for organizations that host online communities. In our empirical study, we chose to focus especially on SNS-based brand communities, as they are increasingly interesting from an organization-community interaction perspective, but they lack the instruments needed for measuring user experience. The present study addresses this gap by developing an instrument aimed at measuring the user’s flow experience on SNS-based brand communities. A cross-sectional survey with 577 Facebook brand community users was carried out. The findings show that enjoyment, concentration, and social interaction are the components that constitute a user’s flow experience. In addition to providing a valuable tool for business practitioners, the developed instrument offers several theoretical and practical implications for improving user experience of social media.     

Motivating participation in social computing applications: a user modeling perspective

The explosive growth of Web-based social applications over the last 10?years has led people to engage in online communities for various purposes: to work, learn, play, share time and mementos with friends and family and engage in public action. Social Computing Applications (SCA) allow users to discuss various topics in online forums, share their thoughts in blogs, share photos, videos, bookmarks, and connect with friends through social networks. Yet, the design of successful social applications that attract and sustain active contribution by their users still remains more of an art than a science. My research over the last 10?years has been based on the hypothesis that it is possible to incorporate mechanisms and tools in the design of the social application that can motivate users to participate, and more generally, to change their behavior in a desirable way, which is beneficial for the community. Since different people are motivated by different things, it can be expected that personalizing the incentives and the way the rewards are presented to the individual, would be beneficial. Also since communities have different needs in different phases of their existence, it is necessary to model the changing needs of communities and adapt the incentive mechanisms accordingly, to attract the kind of contributions that are beneficial. Therefore User and Group (Community) Modeling is an important area in the design of incentive mechanisms. This paper presents an overview of different approaches to motivate users to participate. These approaches are based on various theories from the area of social psychology and behavioral economics and involve rewards mechanisms, reputation, open group user modeling, and social visualization. Future trends are outlined towards convergence with the areas of persuasive systems design, adaptive/personalized systems, and intelligent social learning environments.     

Exploring sustained participation in firm-hosted communities in China: the effects of social capital and active degree

Firm-hosted online communities are user-centred, and their efficacy depends on the users’ sustained participation. This study investigated the impact of social capital on users’ continued usage intention. Specifically, since very little work has been done to explore the antecedents of social capital, we tested the role of operator-related and individual-related factors in cultivating social capital by proposing an integrated research model to fill this gap. Furthermore, to gain deeper insights into continuance intention, we postulate that active degree moderates the relationship between social capital and users’ continued usage intention. Our model is empirically examined using survey data collected from 373 members of a well-known firm-hosted online community in China. The results reveal that the firm’s reaction, offline activities, interaction support, seeking reputation and perceived enjoyment are the significant antecedents of social capital. Additionally, social tie and shared vision exert a stronger effect on continued usage intention for active users, whereas identification has a higher influence on continued usage intention for inactive users. Finally, this study discusses the theoretical and practical implications of these findings and provides possible directions for future research.     

Design and evaluation of an adaptive incentive mechanism for sustained educational online communities

Most online communities, such as discussion forums, file-sharing communities, e-learning communities, and others, suffer from insufficient user participation in their initial phase of development. Therefore, it is important to provide incentives to encourage participation, until the community reaches a critical mass and “takes off”. However, too much participation, especially of low-quality can also be detrimental for the community, since it leads to information overload, which makes users leave the community. Therefore, to regulate the quality and the quantity of user contributions and ensure a sustainable level of user participation in the online community, it is important to adapt the rewards for particular forms of participation for individual users depending on their reputation and the current needs of the community. An incentive mechanism with these properties is proposed. The main idea is to measure and reward the desirable user activities and compute a user participation measure, then cluster the users based on their participation measure into different classes, which have different status in the community and enjoy special privileges. For each user, the reward for each type of activity is computed dynamically based on a model of community needs and an individual user model. The model of the community needs predicts what types of contributions (e.g. more new papers or more ratings) are most valuable at the current moment for the community. The individual model predicts the style of contributions of the user based on her past performance (whether the user tends to make high-quality contributions or not, whether she fairly rates the contributions of others). The adaptive rewards are displayed to the user at the beginning of each session and the user can decide what form of contribution to make considering the rewards that she will earn. The mechanism was evaluated in an online class resource-sharing system, Comtella. The results indicate that the mechanism successfully encourages stable and active user participation; it lowers the level of information overload and therefore enhances the sustainability of the community.     

Why would online gamers share their innovation-conducive knowledge in the online game user community? Integrating individual motivations and social capital perspectives

The user community has been an important external source of a firm’s product or service innovation. Users’ innovation-conducive knowledge sharing enables the community to work as a vital source of innovation. But, traditional economic theories of innovation seem to provide few explanations about why such knowledge sharing takes place for free in the user community. Therefore, this study investigates what drives community users to freely share their innovation-conducive knowledge, using the theory of planned behavior. Based on an empirical analysis of the data from 1244 members of a South Korean online game user community, it reveals that intrinsic motivation, shared goals, and social trust are salient factors in promoting users’ innovation-conducive knowledge sharing. Extrinsic motivation and social tie, however, were found to affect such sharing adversely, contingent upon whether a user is an innovator or a non-innovator. The study illustrates how social capital, in addition to individual motivations, forms and influences users’ innovation-conducive knowledge sharing in the online gaming context.     

User Roles in Online Communities and Their Moderating Effect on Online Community Usage Intention: An Integrated Approach

Recently, it has been evident that the analysis of user data and content in online environments allows practitioners to understand how to motivate online community members and keep them frequently involved in the community, and so to manage these communities successfully. In this sense, practitioners should comprehend community members’ usage intentions to give a better service and to motivate them. However, different user types engage in such communities, so understanding their diverse needs is also essential for practitioners. In parallel, this article addresses the problem of the different user types existing in online communities, and each of them requires different strategies to be motivated and involved in the community. Thus, unlike previous studies, this study firstly identifies user roles in an online community based on the structural role theory, social network analysis, and community members’ contribution behavior. After that, it investigates members’ usage intentions based on the technology acceptance model and examines the moderating effect of identified user roles on their usage intentions. The study also guides practitioners to develop motivational strategies to keep each type of member continually satisfied.     

Mediating roles of self-presentation desire in online game community commitment and trust behavior of Massive Multiplayer Online Role-Playing Games

Massive Multiplayer Online Role-Playing Games (MMORPGs), which allow simultaneous participation of several gamers, have attracted a great deal of attention recently. Since MMORPGs can be categorized as a type of online community, the behavior of MMORPGs users needs to be considered as the general behavior in online communities. However, previous studies of online communities did not pay enough attention to MMORPGs, in which users can express themselves by interacting actively through games and game avatars. Understanding the characteristics of MMORPGs as online game communities where users communicate and interact will allow games to be vitalized and users to be immersed in games in a more positive way. Hence, using self-presentation theory and social identity theory, this study examined the factors influencing self-presentation desire and the mediating role of self-presentation desire examined in terms of trust of and commitments to online game communities. The results showed that the interactivity in the spaces of MMORPGs had the biggest impacts on self-presentation desire; personal innovativeness and game design quality also was influential. The results also indicated that self-presentation desire caused trust of online games and eventually led to even stronger commitments to gamers.     

Dynamic pricing incentive for participatory sensing

User participation is one of the most important elements in participatory sensing application for providing adequate level of service quality. However, incentive mechanism and its economic model for user participation have been less addressed so far in this research domain. This paper studies the economic model of user participation incentive in participatory sensing applications. To stimulate user participation, we design and evaluate a novel reverse auction based dynamic pricing incentive mechanism where users can sell their sensing data to a service provider with users’ claimed bid prices. The proposed incentive mechanism focuses on minimizing and stabilizing the incentive cost while maintaining adequate level of participants by preventing users from dropping out of participatory sensing applications. Compared with random selection based fixed pricing incentive mechanism, the proposed mechanism not only reduces the incentive cost for retaining the same number of participants but also improves the fairness of incentive distribution and social welfare. It also helps us to achieve the geographically balanced sensing measurements and, more importantly, can remove the burden of accurate price decision for user data that is the most difficult step in designing incentive mechanism.     

Learning Virtual Community Loyalty Behavior From a Perspective of Social Cognitive Theory

Drawing upon social cognitive theory (SCT), this research postulates several personal and environmental factors as key drivers of virtual community loyalty behavior in online settings. An empirical testing of this model, by investigating undergraduate students' participation in communities of online games, reveals the applicability of SCT in virtual communities. The study's test results show that the influences of both affective commitment and social norms on community loyalty behavior are significant, whereas the influences of both exchange ideology and social support on community loyalty behavior are insignificant. This research contributes to the online community literature by assessing critical antecedent factors to the unexplored area of community loyalty behavior, by validating idiosyncratic drivers of community loyalty behavior and by performing an operationalization of affective commitment and social norms in a virtual world. Last, managerial implications and limitations of this research are provided.     

Exploring and mitigating social loafing in online communities

The motivation to share members’ knowledge is critical to an online community’s survival and success. Previous research has established that knowledge sharing intentions are based on group cohesion. Several studies also suggested that social loafing behavior will seriously corrode group cohesion. Therefore, social loafing is a key obstacle to fostering online community development. Although substantial studies have been performed on the critical factors that affect social loafing in the learning group, those on online communities are still lacking. By integrating two perspectives, social capital and perceived risk, a richer understanding of social loafing behavior can be gained. In the research model, social ties and perceived risk have been driven by anonymity, offline activities, knowledge quality, and media richness. Social ties and perceived risk are hypothesized to affect social loafing in the online community, which, in turn, is hypothesized as negatively affecting group cohesion. Data collected from 323 online users in online communities provide support for the proposed model. The study shows that social loafing is a significant negative predictor of the users’ group cohesion. The study also shows that social ties and perceived risk are important components of social loafing. Anonymity, offline activities, knowledge quality, and media richness all have strong effects on social ties and perceived risk in the online community. Implications for theory and practice and suggestions for future research are discussed.     

Psychological empowerment and user satisfaction: Investigating the influences of online brand community participation

The exponential growth of online brand communities has created a platform where empowered consumers can share knowledge and experiences and participate in community activities. Drawing from psychological empowerment theory, this study proposes a comprehensive framework integrating both social and functional views to investigate the determinants that enhance psychological empowerment and user satisfaction, which consequently influence online brand community participation. By shedding light on the explanatory path routes and highlighting the underexplored and distinctive role of psychological empowerment, this study provides theoretical contributions to illustrate how an enabling environment can be cultivated to drive consumer participation in brand value co-creation.     

Latent Users in an Online User-Generated Content Community

Online communities depend on the persistent contributions of heterogeneous users with diverse motivations and ways of participating. As these online communities exist over time, it is possible that users change the way in which they contribute to the site. Through interviews with 31 long-term members of a user-generated content community who have decreased their participation on the site, we examined the meaning that these users gave to their contribution and how their new participation patterns related to their initial motivations. We complement the reader-to-leader framework (Preece and Shneiderman: AIS Transactions on Human-Computer Interaction, vol. 1, no. 1, pp. 13–32, 2009) by propounding the concept of latent user to understand decreasing content contribution and user life-cycles in online communities. We showed that even though latent users decrease their content contribution, their participation becomes more selective and remained consistent with initial motivations to participate.     

Feedback types and users’ behavior in online innovation contests: Evidence of two underlying mechanisms

Online innovation contests (OIC) provide companies, via a dedicated community, an important means to access remote knowledge and ideas of users and thereby a creative playground for fueling innovation. Our literature review shows that our understanding of the impact of diverse types of feedback on user participation, especially continued participation, and success in OIC is at a nascent stage. The present study therefore seeks to examine why and how different types of feedback influence users’ behavior in OIC, and the detailed mechanisms underlying such influences. While our results do not show a significant relationship between receiving peer dynamic feedback and user success, we find that receiving sponsor static feedback in users’ first submission is positively associated with their continued participation in OIC. Also, when compared to peer dynamic feedback, sponsor static feedback has a stronger effect on users’ continued participation. Our goal is to confer a holistic picture of how the timing, source, and form of feedback shape user continuous participation and success in OIC.     

Social interaction and continuance intention in online auctions: A social capital perspective

This study explores how interaction within an online auction community affects online auction actor intention to continue trading with others. Adopting a social perspective drawing on social capital theory and IS literature, this study investigates how interactions among actors contribute to the creation and advancement of social capital. The analytical results demonstrate that the influence of user interaction on continuance intention in online auctions is mediated by the creation of various dimensions of social capital at the community level. Finally, the implications of the study findings are discussed.     

Developing social capital through professionally oriented social network sites

To date, research on social network sites (SNSs) has primarily focused on Facebook. Professionally oriented social network sites (P-SNSs), such as LinkedIn, have been under-researched in the information systems discipline. Additionally, little is known about the effects of important elements of SNSs (such as one's profile) on social capital formation. As such, the main objective of this research is to propose and validate a model that explains the process by which individuals develop and accrue social capital through P-SNS use. This model draws upon social capital theory and social network analysis and is validated through a survey of 377 LinkedIn users. Our results find that (1) P-SNS users’ actions (perceived profile disclosure, active participation, and passive consumption) have significant positive effects on perceived social connectedness; (2) perceived social connectedness on P-SNSs has a significant positive effect on perceived networking value on these sites; (3) perceived profile disclosure and passive consumption have significant positive effects on network size; (4) active participation does not have any effect on network size, and (5) network size does not have a significant effect on perceived networking value. Overall, this investigation advances our understanding of how social capital is formed in P-SNSs. Additionally, this is the first study in the P-SNS context that investigates the role of the user profile in the social capital formation process, along with user actions of active participation and passive consumption. From a practical perspective, this study has implications for different audiences, such as job seekers, recruiters, and P-SNS providers, assisting them in playing a more effective role in the social capital formation process on P-SNSs.