Crossing the chasm: Understanding users’ motivational differences based on stages of online community

Abstract

Drawing on chasm theory and perceived value theory, this study investigated user participation behavior differences at different stages of online communities to understand two stage-related threats: the cold-start problem (i.e., creating conditions for the establishment of an initial mass of content) and the chasm problem (i.e., user motivational change as an online community evolves). Analysis of survey data from 657 TikTok users revealed changes in user participation motivation that can be associated with the online community's development, providing evidence for the existence of a chasm in the online community context. This research has implications for both theorists and practitioners looking to build sustainable online communities.