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In order to motivate individuals to share their knowledge in online communities, the use of extrinsic rewards and goals is a typical approach. However, extrinsic motivation may have unintended consequences. Although past studies have examined the direct effect of extrinsic motivation on intrinsic motivation, no research to date has investigated how extrinsic motivation moderates the impact of intrinsic motivation on knowledge sharing, or how the effect of extrinsic motivation on intrinsic motivation is contingent upon whether a member is active or not. Drawing on attribution theory and theory of planned behavior, the study was conducted with data collected from a large social Q&A site consisting of multiple online communities with millions of registered users; the data were analyzed with moderated regression and structural equation modeling. Results show that the effect of enjoyment in helping others on attitude toward knowledge sharing is undermined by virtual organizational rewards, while the effect of knowledge self-efficacy on attitude toward knowledge sharing is undermined by reciprocity. The results also show that the effect of virtual organizational rewards on enjoyment in helping others is contingent upon whether members are active or not. Specifically, for active members, virtual organizational rewards undermine enjoyment in helping others; for inactive members, however, virtual organizational rewards increase enjoyment in helping others. These findings enrich the research on unintended consequences of extrinsic motivation specifically, and the theory of motivation in general. Additionally, these findings provide practical insights on how and when to use extrinsic rewards/goals to motivate individuals to share knowledge in social Q&A sites.

PurposeOnline communities (OCs) are the popular social environments in which people interact by sharing resources such as information, advice and thoughts on their mutual interests. Existing research lacks an explanation of the reasons of participation behavior in OCs and how such participation behavior provides members with perceived benefits. This study aims to observe how social exchange theory constructs (perceived members’ support and exchange ideology) affect online community participation behavior (OCPB), and moderated by exchange ideology (EI) and perceived ties, which in turn brings perceived benefits to its participants.Design/methodology/approachA survey method was followed to collect data, and structural equation modeling is used with 305 valid samples.FindingsThe results highlight the significant effects of perceived members’ support on OCPB. Participation behavior in OCs has critical effect on perceived benefits. The results also identify the moderating effects of EI and perceived tie, where perceived tie was insignificant.Originality/valueThe findings from this study bridge the literature gaps in the context of OCPB by demonstrating how practitioners and OC managers can enhance perceived members’ support, which result in OCPB, and thus provide the OC users with several perceived benefits.

Although consumers increasingly use online communities for various activities, little is known about how participation in them affects people's decision-making strategies. Through a series of field and laboratory studies, the authors demonstrate that participation in an online community increases people's risk-seeking tendencies in their financial decisions and behaviors. The results reveal that participation in an online community leads consumers to believe that they will receive help or support from other members should difficulties arise. Such a perception leads online community participants to make riskier financial decisions than nonparticipants. The authors also discover a boundary condition to the effect: Online community members are more risk seeking only when they have relatively strong ties with other members; when ties are weak, they exhibit similar risk preferences as nonmembers.

The objective of this research is to contribute to the understanding of the online community by empirically examining the major factors motivating online community members to participate and actively contribute to their communities. In pursuing this endeavor, a comprehensive conceptual model of motivations that drive online community participation is developed based on an extensive revision of the existing relevant literature. However, modest research had been conducted to understand the online participant's motivation to participate in online communities. Thus, the current research model will enhance understanding and add to the relevant existing knowledge by categorizing digital user's motivation to participate in online communities, through the employment of Maslow's hierarchy of needs theory and Herzberg's two-factor theory. The paper used a deductive methodological approach adopted.

In social networks like community Question-Answering (cQA) services, members interact with each other by asking and answering each other’s questions. This way they find counsel and solutions to very specific real-life situations. Thus, it is safe to say that community fellows log into this kind of social network with the goal of satisfying information needs that cannot be readily resolved via traditional web searches. And in order to expedite this process, these platforms also allow registered, and many times unregistered, internauts to browse their archives. As a means of encouraging fruitful interactions, these websites need to be efficient when displaying contextualized/personalized material and when connecting unresolved questions to people willing to help. Here, demographic factors (i.e., gender) together with frontier deep neural networks have proved to be instrumental in adequately overcoming these challenges. In fact, current approaches have demonstrated that it is perfectly plausible to achieve high gender classification rates by inspecting profile images or textual interactions. This work advances this body of knowledge by leveraging lexicalized dependency paths to control the level of abstraction across texts. Our qualitative results suggest that cost-efficient approaches exploit distilled frontier deep architectures (i.e., DistillRoBERTa) and coarse-grained semantic information embodied in the first three levels of the respective dependency tree. Our outcomes also indicate that relative/prepositional clauses conveying geographical locations, relationships, and finance yield a marginal contribution when they show up deep in dependency trees.

Purpose The purpose of this paper is to explore the value of Actor-network theory as an approach to explain the non-adoption of collaborative technology. Design/Methodology/Approach The notion of translation and related concepts pertaining to Actor-network theory are used to explore the case of non-participation in an organizational online community. Semi-structured interviews were conducted with 30 HR professionals belonging to a multi-campus university system in Mexico. Findings The study shows that participation in the online community did not occur as expected by those promoting its use. An initial inductive analysis showed that the factors that undermine participation had to do with the interface design of the technology and the individual motivations and benefits derived from participation. A second analysis, using ANT showed how processes of negotiation, conflict, enrolment, alignment, and betrayal that occurred during the emergence and evolution of the new network played a critical role in technology adoption leading to the dissolution of the initiative to adopt the collaborative technology. Originality/value The study shows the value of ANT as a tool to better understand the adoption and use of collaborative technology. The analysis goes beyond existing explanations of participation, which tend to focus attention on matters such as the interface design or the personal motivations and benefits derived from participation. It does so by moving away from solely looking at what occurs within the boundaries of a community and understanding the context within which it is being introduced. It prompts the analysis of moments of problematization, interessement, enrolment, and mobilization to explore the adoption process, including the role of non-human actors. Propósito El objetivo del artículo es explorar el valor de la Teoría del Actor-Red como lente teórico para explicar la no adopción de una tecnología colaborativa. Diseño/metodología/enfoque La noción de traducción y conceptos relacionados pertenecientes a la Teoría del Actor-Red son utilizados para explorar el caso de no participación en un a comunidad virtual en el contexto organizacional. Se realizaron treinta entrevistas semi-estructuradas con profesionistas de RH pertenecientes a una universidad con múltiples campus en México. Recomendaciones El estudio muestra que la participación en la comunidad virtual no ocurrió como se esperaba por aquellos que promovieron su uso. Un primer análisis inductivo mostró que los factores que minaron la participación fueron aquellos relacionados con el diseño de la interface de la tecnología así como con las motivaciones y beneficios individuales derivados de la participación en la comunidad virtual. Un segundo análisis usando la TAR, mostró como los procesos de negociación, conflicto, enrolamiento, alineamiento y traición que ocurrieron durante el surgimiento y evolución de la red emergente jugaron un rol crítico en la adopción de la tecnología, llevando así a la disolución de la iniciativa para adoptar la tecnología colaborativa. Originalidad/valor El estudio muestra el valor de la TAR como herramienta para entender de una mejor manera la adopción y uso de la tecnología colaborativa. El análisis va más allá de las explicaciones existentes sobre participación, mismas que han tendido en enfocar su atención a aspectos como el diseño de la interface o las motivaciones y beneficios individuales derivados de la participación. En cambio, el análisis deja de solamente estudiar lo que ocurre al interior de la comunidad para entender el contexto en el que la comunidad virtual se encuentra, utilizando los momentos de problematización, interesamiento, enrolamiento y movilización para explorar el proceso de adopción así como el rol que juegan los actores no humanos.

In this study we used hierarchical regression to examine the influence of internal marketing on organizational citizenship behavior (OCB) and how online community participation acted as a moderator on the relationship between internal marketing and OCB. We developed a questionnaire and distributed copies of this to 200 employees in a publicly owned power company in Taiwan. The results indicated that internal marketing had a positive effect on OCB and that online community participation acted as a moderator in the relationship between internal marketing and OCB.

[Purpose/Significance] Emotional experience is a purely subjective feeling of the interaction between users and products. Exploring user participation behavior and influencing factors in online health communities under the influence of user emotional experience has obvious significance for retaining users. [Method/Process] A total of 25 users of the online health platform were selected as the research objects. The semi-structured interview method was used, and the basic information of the interviewees was combined with the questionnaire. With the help of grounded theory, the original interview data were coded, and the factors influencing user participation in online health communities were analyzed. Then, the emotional experience and feedback mechanism model of user participation in online health communities was constructed by combining the \"emotion-cognitive recursive model\". Finally, effective cases were screened from the questionnaire, and the configuration of the influencing factors of user participation behavior and affective feedback was explored based on the principle of qualitative comparative analysis and calculation of fuzzy sets. [Results/Conclusions] Through the grounded theory coding, six factors affecting user participation behavior are obtained: risk perception, platform cognition, demand motivation, platform experience, user emotion and environment. Then combined with the cognitive-affective model, the seven main categories derived from the rooted coding were divided into three dimensions: cognitive assessment, affective experience and participatory behavior. The feedback mechanism of emotional experience after participating behavior is further studied. It is found that the cognitive evaluation including risk perception, platform cognition and demand motivation affects the emotional experience of users, thus affecting their actual participation behavior. In the process of user participation in online health community, the factors of cognitive assessment, emotional experience and participation behavior interact with each other, and have a two-way effect on user participation behavior and user cognitive assessment. Further verification by fuzzy set qualitative comparative analysis (fsQCA) shows that among the six factors affecting user participation behavior, platform experience and demand motivation are the core conditions affecting user participation in online health community, and the three single factor variables of user emotion, environment and platform cognition do not necessarily affect the generation of user participation behavior. The extraction of influencing factors and the definition of user behavior are not comprehensive, and some real variables and key engagement behaviors may be overlooked. In addition, there is an imbalance in the number of samples on each platform. Follow-up related research can improve the pertinence of the platform and expand the sample capacity.