Empirical Research of Motivation on Knowledge Contribution Behavior: A Perspective on Chinese Original Users from Education Multimedia Platform

Abstract

The existence of original UGC of education makes learners can get learning resources through diverse channels, this will change the way of learning and the users' active participation guarantee the generation of original UGC of education. This research is based on motivation theory, social exchange theory and self-efficacy theory, putting forward an original generating motivation hypothesis model on original UGC of education from two dimensions, individual and society, extracting 6 factors and 7 theoretical hypotheses for motivation study. The object of this empirical research is the creator of original UGC of education and verify 7 hypotheses with structural equation model. Finding that lifelong learning have a positive impact on users' enthusiasm to generate content.