Web 2.0 is regarded as a new level of services on the Internet. According to O'Reilly (2005), the users' sustainable contribution is the main success factor for Web 2.0. In this paper, we argue that sustainable contribution of user behavior consists of users' loyalty intention and their contribution. Furthermore, we aim to examine the antecedents of the specific users' contribution behavior that makes a Web 2.0 website successful.
The main finding is that three website characteristics, namely, novelty, efficiency and complementarities, which are perceived by users, could positively influence the user loyalty and contribution intention through the hedonic and utilitarian values that are perceived by users.
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Migration from Web 1.0 to Web 2.0
The evolution of websites has so far consisted of two stages; namely, Web 1 .0 and Web 2.0. With some common thread, many different characteristics still exist in these two kinds of websites. To understand and capture the potential value that users can obtain in Web 2.0, we need to further examine their behavior in order to create and manage new business models that are based on it.
Users receive information from Web 1.0 for which the representative sites include DoubleClick, Ofoto, and Akamai. In this context, the website manager will be an information provider and handle the development direction of the website. There is also a lack of communication between the web manager and users. On the other hand, websites that are representative of Web 2.0 consist of Wikipedia, Flickr, and BitTorrent which serve as a public platform for users who are able to interact with the web manager and other users there. When using Web 2.0, the website manager will act as a platform manager rather than an information provider only. The main tasks for a manager of Web 2.0 are to manage the platform, collective intelligence and data well enough to enrich the users' experiences. This could result in a positive loop for website growth and its market value.
Since O'Reilly (2005) proposed the Web 2.0 concept, websites that fit in the concept of Web 2.0 have created high market value in several deals involving acquisitions. …