Website Characteristics and the Impact of User Perceived Value on User Behavior in Web 2.0
Hung, Wei Tien, Tsang, Seng Su, Liu, Heng Yih, Journal of Management Information and Decision Sciences
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. For example, Google paid up to 1.6 billion dollars to acquire YouTube in 2006 and Yahoo! also acquired Flickr and Wretch (a blog website in Taiwan) at a very high premium. These cases of acquisition reflect the high value creation of Web 2.0 which mainly hinges on a huge customer base because of users' sustainable contributions. By a sustainable contribution we refer to two different concepts. That is, firstly, "sustainable" means the users' loyalty to the website, and secondly, "contribution" means the content users contribute to the website. Loyal users will attract more users by contributing new content. Thus, users' loyalty and contribution are key factors for the success of Web 2.0 websites. For this reason, we would like to contribute by examing the antecedents of user behavior in Web 2. …