With developing technologies and devices, general users are joining in the digital contents production. The role of producers and consumers in the Internet is beginning to blur and merge. Digital contents consumers can be a producer by creating user-created contents (UCC). Even though the UCC demand in the online market is very high, but the real creation rate of general users is so low. There could be several factors which encourage the participation of users and other factors which hinder users`` activities. This study explores these factors in perspective of multimedia (image and video) UCC creator and consumer based on the expectancy-value theory by uses and gratifications approach. With positive and negative motivation factors, this study examines the process of motivations into UCC creation and consumption. The results of the statistical analysis (using PLS) indicate that all the simultaneous direct links postulated between positive and negative factors to attitude, intention, and usage (creation and consumption) are all significant in this study. In the creator perspective, Personal Identity, Entertainment & Diversion, Information Sharing, System Inconvenience expectation-value factors are found. In the consumer perspective, Getting Information & Sharing Interests, Entertainment & Diversion, System Usability, Surveillance, Low Quality of Contents, Inconvenience of Web-site Navigation are found.