Sharing Knowledge in Virtual Communities: Factors Affecting A Member's Intention to Share

Abstract

<P> This dissertation aims to advance empirical research in the realm of knowledge sharing in virtual communities and to help practitioners better understand the factors that inhibit (cost) or motivate (benefit) such behaviour. The impact of some costs and benefits (factors derived from social exchange theory) may be contingent upon certain social contexts or conditions (factors derived from social capital theory). To this end, two research models were developed (i.e., a main effects model and an interaction model) that integrate these two theories together. New constructs specific to the virtual community context were also incorporated. To test these models, an online survey was administered to 968 members of a large IT professional virtual community comprising millions of registered users. </p> <p> Findings from a structural equation modeling analysis of this data set suggest that specific benefits and social capital factors have direct effects on an individual's intention to share knowledge, and more importantly, the impacts of some benefits are contingent upon certain social capital factors. Specifically, the impact of online score rewards on an individual's intention to share knowledge with others in the virtual community is contingent upon that person's trust in the people who are seeking knowledge from that individual. Additionally, the impact of reciprocity on an individual's intention to share knowledge is moderated by pro-sharing norms in the virtual community. </p> <p> A major contribution of this dissertation is the provision of new theoretical insights that help explain how certain benefits and social capital factors affect knowledge sharing activity in virtual communities. It is hoped that these insights will help builders and managers of knowledge-based virtual communities better promote online knowledge sharing behaviours and improve the sustainability of such communities in the future. </p>