<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> / Thesis / Doctor of Philosophy (PhD)
| Identifer | oai:union.ndltd.org:mcmaster.ca/oai:macsphere.mcmaster.ca:11375/19433 |
| Date | 09 1900 |
| Creators | Zhao, Li |
| Contributors | Detlor, Brian, Business Administration |
| Source Sets | McMaster University |
| Language | English |
| Detected Language | English |
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