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http://dx.doi.org/10.5392/JKCA.2021.21.12.448

Reciprocity Structure, Solidarity, and Exchange Benefits in Online Communities  

Han, Eunyoung (정보통신정책연구원)
Kim, Kyung Kyu (한국뉴욕주립대학교 경영학과)
Lee, Ae Ri (상명대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.21, no.12, 2021 , pp. 448-462 More about this Journal
Abstract
Only a few studies investigated the relationship between exchange structure and solidarity in online communities and even reported conflicting results. This study attempts to shed lights on this relationship by introducing a moderating variable, i.e., exchange benefits, based on the social exchange theory. Also, distributed knowledge is considered as a determinant of exchange structure. The results of a field study from 380 online communities show that both direct and generalized exchange structures have positive effects on community solidarity, but their effects vary depending on the level of exchange benefits. When exchange benefits are high, generalized exchange influences community solidarity more than direct exchange does, whereas at a low level of benefits there are no significant differences between the two exchange structures. Also distributed knowledge turns out to be a significant influencer of generalized exchange.
Keywords
Online Community; Reciprocity Structure; Distributed Knowledge; Exchange Benefits; Community Solidarity;
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