Why do you return the favor in online knowledge communities? A study of the motivations of reciprocity

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dc.contributor.author Feng, Y en
dc.contributor.author Ye, Hua en
dc.date.accessioned 2017-02-03T03:29:08Z en
dc.date.issued 2016-10 en
dc.identifier.citation Computers in Human Behavior 63:342-349 Oct 2016 en
dc.identifier.issn 0747-5632 en
dc.identifier.uri http://hdl.handle.net/2292/31728 en
dc.description.abstract Online knowledge community administrators are attempting to encourage their users to contribute knowledge in order to provide value to members and maintain sustainability. A large number of online knowledge communities fail mainly due to the reluctance of users to return the favor and share knowledge. Many studies on this topic have highlighted the importance of reciprocity for knowledge contribution which forms a virtuous feedback loop for the community sustainability. However, it is unclear how reciprocity is developed and what influences its development. Motivated by this, this study focuses on investigating the antecedents of knowledge receivers’ reciprocity in online knowledge communities. It formulates and tests a theoretical model to explain reciprocity behavior of community members based on equity theory and Social Identity explanation of De-individuation Effects (SIDE) model. Our proposed model is validated through a large-scale survey in an online forum for English learning. Results reveal that indebtedness and community norm not only are key antecedents of intention to reciprocate but are also positively related to each other. The perceived anonymity of the online knowledge community not only has a positive effect on intention to reciprocate, but also has an interactive effect with community norm on intention to reciprocate. Theoretical and practical implications of this study are discussed. en
dc.publisher Pergamon Press Ltd. en
dc.relation.ispartofseries Computers in Human Behavior en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Why do you return the favor in online knowledge communities? A study of the motivations of reciprocity en
dc.type Journal Article en
dc.identifier.doi 10.1016/j.chb.2016.05.007 en
pubs.begin-page 342 en
pubs.volume 63 en
dc.rights.holder Copyright: Pergamon Press Ltd. en
pubs.end-page 349 en
pubs.publication-status Accepted en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 541207 en
pubs.record-created-at-source-date 2017-02-03 en

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