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http://dx.doi.org/10.21219/jitam.2021.28.6.117

Understanding the Continuance Intention of Knowledge Contribution in Q&A Virtual Communities: Focused on Moderating Effect of Personal Involvement  

Zhao, Li (School of Business Administration, Chungnam National University)
Jung, Chul-Ho (Department of Business Administration, Mokwon University)
Publication Information
Journal of Information Technology Applications and Management / v.28, no.6, 2021 , pp. 117-132 More about this Journal
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
Virtual Community; Decication-Based Swift Guanxi; Constraint-Based Swift Guanxi; Personal Involvement; Knowledge Contribution;
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