“…The UGC literature shows that users' contributing decisions are affected by characteristics of the subjects (Dellarocas & Narayan, 2006;Dellarocas et al, 2010;Berger & Milkman, 2012) and contributor characteristics (Moe & Schweidel, 2012;Rui & Whinston, 2012;Goes et al, 2014;Wang et al, 2017). Among these, several recent studies examine the impact of the number of peers and the number of peer contributions, on users' tendency to contribute (Chen et al, 2010;Goes et al, 2014;Slivko, 2014;Burtch et al, 2018). Specifically, Chen et al (2010) and Slivko (2014) find that the more peers contribute, the more users tend to contribute.…”