Understanding Content Contribution Behavior in a Geo-Segmented Mobile Virtual Community: The Context of Waze

Chenhui Guo, Tae Hun Kim, Anjana Susarla, and Vallabh Sambamurthy (2020) Understanding Content Contribution Behavior in A Geo-Segmented Mobile Virtual Community: The Context of Waze. Information Systems Research, forthcoming.

42 Pages Posted: 6 Nov 2017 Last revised: 26 May 2020

See all articles by Chenhui Guo

Chenhui Guo

Michigan State University - Department of Accounting & Information Systems

Tae Hun Kim

Baylor University - Department of Information Systems

Anjana Susarla

Michigan State University - The Eli Broad College of Business and The Eli Broad Graduate School of Management

Vallabh Sambamurthy

Michigan State University - Department of Accounting & Information Systems

Date Written: May 21, 2020

Abstract

We examine content creation in a geo-segmented, crowdsourced social mobile virtual community app, Waze. We conceptualize a virtual and spatial factor, virtual crowdedness (defined as the density of Waze users in a particular geospatial location) and examine its role in encouraging user contribution. We posit that the relationship between virtual crowdedness and user contribution is driven by the tension between audience effects and bystander/content saturation effects. We analyze a panel dataset of user contributions on Waze from New York City to test our hypotheses. First, our findings indicate that although virtual crowdedness has a positive influence on total number of contributions, the magnitude of the influence decreases as virtual crowdedness increases. Second, the concave-down, increasing relationship is more pronounced for rush hours with high physical crowdedness than for non-rush hours with low physical crowdedness. A variety of robustness checks and alternative analyses based on matching estimators and spatial econometric models further support the main conclusions while mitigating concerns about endogeneity and spatial autocorrelation. Our findings provide several key practical implications for platform designers in that they should allow for users to visualize density of usage as well as improve the design of social features for encouraging user contribution to the mobile virtual community.

Keywords: mobile virtual community, user contribution, virtual crowdedness, prosocial behavior, free-riding behavior, matching estimators, spatial econometric analysis

JEL Classification: H42, L86, M15, C33, C55

Suggested Citation

Guo, Chenhui and Kim, Tae Hun and Susarla, Anjana and Sambamurthy, Vallabhajosyula, Understanding Content Contribution Behavior in a Geo-Segmented Mobile Virtual Community: The Context of Waze (May 21, 2020). Chenhui Guo, Tae Hun Kim, Anjana Susarla, and Vallabh Sambamurthy (2020) Understanding Content Contribution Behavior in A Geo-Segmented Mobile Virtual Community: The Context of Waze. Information Systems Research, forthcoming., Available at SSRN: https://ssrn.com/abstract=3065303 or http://dx.doi.org/10.2139/ssrn.3065303

Chenhui Guo

Michigan State University - Department of Accounting & Information Systems ( email )

632 Bogue Street, Room N260
East Lansing, MI Michigan 48824
United States

Tae Hun Kim

Baylor University - Department of Information Systems ( email )

One Bear Place #98005
Waco, TX 76798
United States

Anjana Susarla (Contact Author)

Michigan State University - The Eli Broad College of Business and The Eli Broad Graduate School of Management ( email )

East Lansing, MI 48824-1121
United States

Vallabhajosyula Sambamurthy

Michigan State University - Department of Accounting & Information Systems ( email )

270 North Business Complex
East Lansing, MI 48824-1034
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
74
Abstract Views
1,182
rank
369,615
PlumX Metrics