Be a contributor or consumer? Effects of subscription on user engagement in knowledge-sharing communities

In knowledge-sharing communities, understanding the dynamic impact of subscription on user behavior has become a critical focus for platform management. While existing studies primarily addressed on the motivations behind subscription decisions and continued usage, there is a lack of research on how users' engagement behaviors evolve after subscribing. This paper investigates the transformative effects of users' identity transitions during the subscription process on their engagement behavior, with a particular emphasis on content contribution. Leveraging a dataset of 380,580 users' behavioral records over 32 weeks on Zhihu, we examine users' engagement patterns during the subscription process based on identity theory. By employing dynamic propensity score matching (dynamic PSM) and staggered difference-in-differences (staggered DID) models, our study reveals that subscriptions have a negative impact on users’ content contribution behavior, while simultaneously fostering a positive effect on content organization behavior. Our findings offer analysis of the implications of subscriptions on user engagement within knowledge-sharing communities, providing actionable insights for platform management.