Tipping, as a new model of content monetization, is being adopted widely. Leveraging the policy changes in one of the largest social media platforms, we examined when and how tip-based content monetization incentives work. We adopt framing theory to explain different attitudes toward content monetization incentives between status-framed and benefit-framed users. Our results show that a hierarchical content monetization program decreases status-framed users' content contribution, whereas a general accessible content monetization program will effectively motivate the content supply of all users. Moreover, we identify the underlying mechanisms for heterogeneous content monetization effects by unbinding signaling and rewarding effects of tipping feature.

小费作为一种新的内容变现模式，正在被广泛采用。利用最大的社交媒体平台之一的政策变化，我们研究了基于小费的内容货币化激励何时以及如何发挥作用。我们采用框架理论来解释状态框架和利益框架用户对内容货币化激励的不同态度。我们的研究结果表明，分层内容货币化计划会降低状态框架用户的内容贡献，而通用可访问内容货币化计划将有效地激发所有用户的内容供应。此外，我们通过解除小费特征的信号和奖励效应来确定异构内容货币化效应的潜在机制。