Understanding sustained participation in transactional virtual communities |
Abstract:
This study aims to address two research gaps in prior studies on knowledge sharing in virtual communities VCs). First, prior studies have focused on knowledge sharing VCs with no explicit reward system, but VCssharing knowledge based on a competition-based reward system (e.g., transactional VCs) have not been explored.second, prior related studies have concentrated on the determinants of initial participation in sharingknowledge rather than sustained participation despite there being important distinctions between these twostages of participation behavior. In this study, we focus on understanding sustained participation in knowledgesharing in transactional VCs by drawing on expectancy-value theory and a social learning process. Consideringthat a social learning process is involved in maintaining sustained participation, we propose that taskcomplexity and self-efficacy – two social learning factors – moderate the relationship between motivationand sustained participation. A field survey with 205 subjects in a transactional virtual community was conductedto test the research model. According to the findings, extrinsic and intrinsic motivations significantlyinfluence sustained participation intention. A negative interaction effect between extrinsic motivation and ask complexity, as well as positive interaction effect between intrinsic motivation and self-efficacy, wasalso observed. A non-linear interaction effect between intrinsic motivation and task complexity was alsofound. Study implications and future research directions are also discussed. |
| Keywords: |
Transactional virtual community Knowledge sharing Social learning Expectancy-value theory Sustained participation Crowdsourcing |
| Author(s): |
. |
| Source: |
Decision Support Systems 53 (2012) 12–22 |
| Subject: |
مدیریت دانش |
| Category: |
مقاله مجله |
| Release Date: |
2012 |
| No of Pages: |
11 |
| Price(Tomans): |
0 |
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