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

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.

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