Does hierarchical badges system affect users' efforts and opinions? A preliminary study. Issue 1 (22nd October 2020)

• Record Type: Journal Article
• Authors: Ma, Dandan; Li, Shuqing; Du, Jia Tina; Lu, Chao; Sun, Jianjun
• Is Part Of: Proceedings of the Association for Information Science and Technology. Volume 57:Issue 1(2020)
• Page Start: n/a
• Page End: n/a
• Publication Date: 2020-10-22
• Subjects: hierarchical badges system -- online review -- user contribution; Information science -- Congresses; Information technology -- Congresses; Information science; Information technology; Conference papers and proceedings; 020
• DOI: 10.1002/pra2.345
• Languages: English
• ISSNs: 2373-9231

Abstract

Abstract: Hierarchical badges system is often used to encourage user contribution in many user‐generated content (UGC) platforms. But little is known whether this mechanism is effective in inducing users to provide more substantial and useful contents. In this research, we aim to study how the badge levels impact users' contribution behavior such as their efforts and opinions, using data from a large online review platform. Our preliminary results show that users increase their efforts such as review frequency and review length as their badge levels upgrade. In terms of opinions they express, users with higher badges are less likely to post extreme ratings. Our finding has important implications for business modes that rely on UGC, such as social question‐and‐answering, social media, and crowdsourcing.