Knowledge sharing behavior in online discussion communities: Examining behavior motivation from social and individual perspectives

• Author: Richard Kumi,Rajiv Sabherwal
• DOI: http://doi.org/10.1002/kpm.1574
• Date: 01 April 2019
• Published date: 01 April 2019

RESEARCH ARTICLE

Knowledge sharing behavior in online discussion communities:

Examining behavior motivation from social and individual

perspectives

Richard Kumi

1

|Rajiv Sabherwal

2

1

College of Business, University of Arkansas

at Little Rock, Little Rock, 2801 South

University Avenue, Arkansas, USA

2

Sam M. Walton College of Business,

University of Arkansas at Little Rock,

Fayetteville, Arkansas, USA

Correspondence

Richard Kumi, College of Business, University

of Arkansas at Little Rock, 2801 South

University Avenue, Little Rock, AR 72204,

USA.

Email: rxkumi@ualr.edu

Background: Prior research has advanced several reasons, using various perspec-

tives, to explain user participation in online discussion communities. Nonetheless, rel-

atively few studies have explored personal and social factors together in the same

study to explain knowledge seeking and sharing behaviors in online discussion com-

munities; additionally, relatively few studies have examined the outcomes of these

behaviors.

Research question: Using social identity and personal motivation theories, this

study examines the following research questions. First, how do social identity and

extrinsic and intrinsic motivations influence knowledge seeking and sharing behaviors

in online discussion communities? Second, how do knowledge seeking and sharing

behaviors affect satisfaction with a community?

Methodology: To address these two research questions, we collected data from

144 users from two online communities and analyze the data using seemingly unre-

lated regression.

Results: The results indicate that intrinsic and extrinsic motivations have different

impacts on knowledge seeking and sharing behaviors. Only one of the dimensions

of social identity, affective social identity, has a significant impact on knowledge seek-

ing and sharing behaviors.

Conclusions: Knowledge sharing and seeking behaviors are not driven by the same

personal motivations. We discuss practical implications on online discussion commu-

nities, including insights into motivations, behaviors, and outcomes.

1|INTRODUCTION

An online community is an interactive group of people with common

interests engaging in many‐to‐many virtual interactions. Online com-

munities are potential tools for customer retention, word of mouth

reviews, product reviews, and customer insights. Interactions in

online communities can significantly impact business strategy and

operations (Goh, Heng, & Lin, 2013; Roberts & Dinger, 2016; R. L.

Williams & Cothrel, 2000). About 40% of marketers use online com-

munities to garner information from consumers, and 59% of them

believe customers use online community‐generated content to guide

purchasing decisions (Forrester Consulting, 2016). Online

communities are critical for ongoing interactions, trust relationships,

and meaningful engagement with customers, employees, partners,

and suppliers.

Many organizations are investing in online communities as part of

their knowledge management and digital strategies. For example, the

Cancer Society of America uses online communities at https://www.

cancer.org/treatment/support‐programs‐and‐services/online‐commu-

nities.html to engage clients and stakeholders. Canadian Tire, a major

retailer in Canada, uses online communities to test and develop con-

sumer products.

1

The International Data Corporation (2015) expects

the worldwide online communities' market revenue to grow from

2.95 million dollars in 2014 to 1.2 billion dollars by 2019.

Received: 1 May 2018 Accepted: 2 May 2018

DOI: 10.1002/kpm.1574

110 Copyright © 2018 John Wiley & Sons, Ltd. Knowl Process Manag. 2019;26:110–122.wileyonlinelibrary.com/journal/kpm