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Casual or Committed? Using Social Behavioral Theory for Understanding the Contributors to User Commitment in User-Generated Content Sites

This paper develops a framework to contribute to the current stream of research in that it applies social penetration theory and social exchange theory from the behavioral research domain as structures for understanding user engagement levels in UGC environments. The framework introduces a new construct representing the activities and the behaviors of users who contribute to engagement. Titled Affiliation/Commitment, this new construct may be researched further for measure validity and classification. The construct is expected to be worthy of extensive research as a singular project as there are likely many latent measures not well described in the current framework.