Why Do People Share Photos Online? Antecedents of Photos' Quality and Quantity

Content contribution from individuals is critical to the viability of online communities. In this study we identify the factors that are associated with the quantity and the quality of content sharing in a photo sharing community, where the act of content creation is decoupled from the act of content sharing. We draw on theories of intrinsic and extrinsic motivation, and find that the prospect of expected rewards is positively related to the quality of the content shared, but negatively related to the quantity of it. Enjoyment of content creation is related to the quantity of the photos shared, whereas enjoyment of content sharing (posting the photos) is significantly related to the quality of the photos shared. In addition, we find that commitment to the community is negatively related to the quality of the content shared. Directions for further development, as well as implications for theory and practice are discussed.