Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Understanding the Continuance Intention of Knowledge Contribution in Q&A Virtual Communities: Focused on Moderating Effect of Personal Involvement

Q&A 가상 커뮤니티에서 지속적인 지식 기여에 영향을 미치는 요인: 개인적 관여도의 조절효과를 중심으로

  • Zhao, Li (School of Business Administration, Chungnam National University) ;
  • Jung, Chul-Ho (Department of Business Administration, Mokwon University)
  • Received : 2021.10.26
  • Accepted : 2021.12.31
  • Published : 2021.12.31
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Abstract

Based on the core value of the Q&A community, the contribution of knowledge and information has a great impact on users' community evaluation. As a small social group, the relationships and interactions among community members are quickly formed through information technology. As such, the cognitive evaluation of the relationship between community members will have an impact on the intention of information contribution. This research builds on the previous research based on the social exchange theory and establishes a dual model of swift guanxi in examining the relationship between guanxi and continuous knowledge contribution. In the current study, 305 survey questionnaires were used and 249 valid questionnaires were used for analysis. The analysis results are as follows: First, information support has a positive impact on dedication-based swift guanxi. While hypothesis between information support and constraint-based swift guanxi was not be supported. Second, emotional support has a positive impact on the formation of swift guanxi from a dual perspective. Third, the swift guanxi from the dual perspective has a positive impact on the intention of continuous knowledge contribution. Finally, although personal involvement has an adjustment effect, it is a downward adjustment effect, hypotheses are not supported. The current study offers theoretical and practical implications in field of knowledge management, specifically knowledge contribution in the virtual community.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5C2A03081332).

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