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Why do users continually seek knowledge in online Q&A communities? An empirical investigation

Jiahua Jin (School of Economics and Management, University of Science and Technology Beijing, Beijing, China)
Tingting Zhang (School of Economics and Management, University of Science and Technology Beijing, Beijing, China)
Xiangbin Yan (School of Economics and Management, University of Science and Technology Beijing, Beijing, China)

Information Discovery and Delivery

ISSN: 2398-6247

Article publication date: 16 February 2022

Issue publication date: 6 January 2023

405

Abstract

Purpose

Online Q&A communities have been widely highlighted as an important knowledge exchange market. Although motivations for users’ initial knowledge-seeking behavior have been widely investigated, the factors that affect online Q&A users’ continued knowledge-seeking behavior are still vague. This study aims to investigate the factors that affect users continuously seeking knowledge from online social Q&A communities.

Design/methodology/approach

Based on social information processing theory, social capital theory, social exchange theory and social cognitive theory, this study used a negative binomial regression model to explore what would affect people’s continued knowledge-seeking behavior. Empirical data was collected from a popular Chinese online social Q&A community.

Findings

The results indicate that while previous knowledge sharing behavior, peer responses for previous seeking behavior, identity-based trust have a positive impact on knowledge-seeking behaviors, social exposure has a negative impact. In addition, self-presentation negatively moderates the relationship between social exposure and knowledge-seeking behavior.

Originality/value

This study contributed to the theoretical basis for knowledge-seeking behavior in online Q&A communities. The research findings can be used to derive guidelines for the development and operation of online social Q&A communities.

Keywords

Acknowledgements

This research is supported by the Natural Science Foundation of China [grant number 71601100], the Ministry of education of Humanities and Social Science project [grant number 20YJC630214], and the Fundamental Research Funds for the Central Universities [grant number FRF-TP-20-045A2, FRF-TP-20-022A1].

Citation

Jin, J., Zhang, T. and Yan, X. (2023), "Why do users continually seek knowledge in online Q&A communities? An empirical investigation", Information Discovery and Delivery, Vol. 51 No. 1, pp. 1-12. https://doi.org/10.1108/IDD-04-2021-0042

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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