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…This paper is to investigate what factors motivate Internet users to participate into the User Created Content(UCC) service and to identify their structural relationships. Based on uses-gratifications approach and flow theory, our model captured social presence, self presentation, arousal, challenge and information sharing for identifying and verifying an direct and indirect impact on the UCC service participation. Data collected from 260 Internet users were examined through Windows SPSS/PC 12.0 and AMOS 5.0. The results show that social presence, arousal and challenge posited a significant direct impact on the UCC service participation and all 4 factors had an indirect impact through information sharing on the UCC service participation. The findings of this study can contribute practically to the UCC service provider's marketing planning and UCC service platform management.


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UCC service participation, Social presence, Self presentation, Arousal, Challenge, Information sharing