Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/42748
Title: Why do they return help? Examining the motives of reciprocity in online communities
Authors: Ye, H.
Kankanhalli, A. 
Feng, Y.
Keywords: Community norm
Equity theory
Indebtedness
Perceived anonymity
Reciprocity
Side model
Issue Date: 2010
Source: Ye, H.,Kankanhalli, A.,Feng, Y. (2010). Why do they return help? Examining the motives of reciprocity in online communities. PACIS 2010 - 14th Pacific Asia Conference on Information Systems : 389-400. ScholarBank@NUS Repository.
Abstract: Online community administrators are attempting to encourage their users to contribute knowledge and resources in order to provide value to members and ensure sustainability. A large number of online communities fail mainly due to the reluctance of users to share knowledge in them. Many studies on this topic have highlighted the importance of reciprocity for knowledge contribution. However, it is unclear how reciprocity is developed and what influences its development. Motivated by this concern, this study focuses on investigating the antecedents of knowledge receivers' reciprocity in online communities. It formulates and tests a theoretical model to explain reciprocity behaviour of knowledge receivers based on equity theory and Social Identity explanation of Deindividuation Effects (SIDE) model. Our proposed model is validated through a large-scale survey in an online forum for English language learning. The results reveal that indebtedness and community norm not only are key antecedents of intention to reciprocate but are also positively related to each other. The perceived anonymity of the online community not only has a positive effect on indebtedness and intention to reciprocate, but also has an interactive effect with community norm on intention to reciprocate. Theoretical and practical implications of this study are discussed.
Source Title: PACIS 2010 - 14th Pacific Asia Conference on Information Systems
URI: http://scholarbank.nus.edu.sg/handle/10635/42748
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

76
checked on Dec 9, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.