Do Non-Monetary Incentive Systems Matter? - Evidence From The Restructuring Of A Non-Monetary Incentive System In An Online Community

Many operators of online communities severely struggle with overcoming the nonparticipation of users and with persuading users to contribute to their platform’s online activities. However, a critical mass of active members who are willing to contribute is necessary in order to make an online community interesting and appealing to existing and potential new users. In this research, we investigate how the fundamental restructuring of a non-monetary incentive system of a popular German Question & Answer community affects user participation levels. We answer our research question by analyzing a unique dataset provided by the community's operator. We find that especially recently acquired users place a greater value on non-monetary incentive systems and reduce their participation level due to restructuring. With increasing length of membership, the effect of nonmonetary incentive systems weakens. The post-event participation level of experienced users is not affected by the event.