Browse > Article
http://dx.doi.org/10.7472/jksii.2014.15.1.73

The Effect of Online Community, Members, and Personal Characteristics on Lurking Behavior: Why do people only consume rather than create contents?  

Park, Do-Hyung (School of Management Information System, College of Business Administration, Kookmin University)
Publication Information
Journal of Internet Computing and Services / v.15, no.1, 2014 , pp. 73-88 More about this Journal
Abstract
Online communities are getting more popular with the development of information technology. It is essential that community members participate actively and share their contents or opinions continuously for the success and growth of online communities. However, it is revealed that most of members just take the role of passive observer. They are lurking community information and contents without any contribution. In this sense, this study focuses on explore lurking behavior of online community members. This study investigates the effect of the characteristics of online community, community members, and personal traits on user's lurking intention. Member familiarity and community identity have a strong positive effect on de-lurking intention, while the perception of usefulness and ease of use for communities and member expertise have a negative effect on de-lurking intention. Interestingly, users with a low level of self-esteem have higher level of motivation of participation than those with a high level of self-esteem. Finally, this study proposes several strategies to enhance information and contents sharing in online communities.
Keywords
Online Community; Lurking Behavior; Social Network; Lurker;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Ashforth, B. E. and Mael, F., "Social Identity Theory and the Organization," Academy of Management Review, Vol. 14, No. 1, 1989, pp. 20-39.
2 Dutton, J. E., Dukerich, J. M. and Harquail, C. V., "Organizational Images and Member Identification," Administrative Science Quarterly, Vol. 39, No. 2, 1994, pp. 239-263.   DOI   ScienceOn
3 Cable, D. M., and Judge, T. A., "Person-Organization Fit, Job Choice Decisions and Organizational Entry," Organizational Behavior and Human Decision Processes, Vol. 67, No. 3, 1996, pp. 294-311.   DOI   ScienceOn
4 Oliver, R. L. and Swan, J. E., "Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach," Journal of Marketing, Vol. 53, No. 2, 1989, pp. 21-35.
5 Bandura, A., Self-efficacy: The Exercise of Control, W. H. Freeman, New York, 1997.
6 Rosenberg, F. R., Rosenberg, M. and McCord, J., "Self-Esteem and Delinquency," Journal of Youth and Adolescence, Vol. 7, No. 3, 1978, pp. 279-294.   DOI   ScienceOn
7 Nahl, D., "Learning the Internet and the Structure of Information Behavior," Journal of the American Society for Information Science, Vol. 49, No. 11, 1998, pp. 1017-1023.   DOI
8 Ren, Y. Q., Harper, F. M., Drenner, S., Terveen, L., Kiesler, S., Riedl, J., et al., "Building Member Attachment Online Communities: Applying Theories of Group Identity and Interpersonal Bonds," MIS Quarterly, Vol. 36, No. 3, 2012, 841-864.
9 Coopersmith, S. Self-esteem Inventory. Counseling Psychologists, Palo Alto, CA, 1981.
10 Mael, F. and Ashforth, B. E., "Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification," Journal of Organizational Behavior, Vol. 13, No. 2, 1992, pp. 103-123.   DOI   ScienceOn
11 Eastin, M. S. and Larose, R., "Internet Self-Efficacy and the Psychology of the Digital Divide," Journal of Computer-Mediated Communication, Vol. 6, No. 1, 2000, pp. 0-0.
12 Novak, T. P., Hoffman, D. L. and Yung, Y. F., "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, Vol. 19, No. 1, 2000, pp. 22-42.   DOI   ScienceOn
13 Brown, J., Broderick, A. J. and Lee, N., "Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network," Journal of Interactive Marketing, Vol. 21, No. 3, 2007, pp. 2-20
14 Carlson, B. D., Suter, T. A. and Brown, T. J., "Social Versus Psychological Brand Community: The Role of Psychological Sense of Brand Community," Journal of Business Research, Vol. 61, No. 4, 2008, pp. 284-291.   DOI   ScienceOn
15 Veloutsou, C. and Moutinho, L., "Brand Relationships through Brand Reputation and Brand Tribalism," Journal of Business Research, Vol. 62, No. 3, 2009, pp. 314-322.   DOI
16 Porter, C. E. and Donthu, N., "Cultivating Trust and Harvesting Value in Virtual Communities," Management Science, Vol. 54, No. 1, 2008, pp. 113-128.   DOI   ScienceOn
17 Thompson, S. A. and Sinha, R. K., "Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty," Journal of Marketing, Vol. 72, No. 6, 2008, pp. 65-80.
18 Preece J., Nonnecke, B., Andrews D., "The Top Five Reasons for Lurking: Improving Community Experiences for Everyone," Consumers in Human Behavior, Vol. 20, NO. 2, 2004, pp. 201-223.
19 Schneider, A., Krogh, G. and Jager, P., "What's Coming Next? Epistemic Curiosity and Lurking Behavior in Online Communities," Computers in Human Behavior, Vol. 29, No. 1, 2013, pp.293-303.   DOI
20 Nonnecke, B. and Preece, J., "Lurker Demographics: Counting the Silent," ACM CHI conference on human factors in computing systems, 2000.
21 Muniz, A. M. Jr. and O'guinn, T. C., "Brand Community," Journal of Consumer Research, Vol. 27, No. 4, 2001, pp. 412-432.   DOI   ScienceOn
22 Benjamin, R., Cybercommunities: Better Than Being There? Blueprint to the Digital Economy: Creating Wealth in the Era of E-Business, 1998, pp. 299-316.
23 McWilliam, G., "Building Stronger Brands through Online Communities," Sloan Management Review, Vol. 41, No. 3, 2000, pp. 43-54.
24 Liao, S. and Chou, E., "Intention to Adopt Knowledge Through Virtual Communities: Posters vs. Lurkers", Online Information Review, Vol. 36, No. 3, 2012, pp. 442-461   DOI
25 Kozinets, R., de Valck, K., Wojnicki, A. and Wilner, S., "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Journal of Marketing, Vol. 74, No. 2, 2010, pp. 71-89.   DOI
26 Ouwersloot, H. and Odekerken-Schroder, G., "Who's Who in Brand Communities - and Why?," European Journal of Marketing, Vol. 42, No. 5-6, 2008, pp. 571-585.   DOI   ScienceOn
27 Maloney-Krichmar, D. and Preece, J., "The meaning of an Online Health Community in the Lives of Its Members: Roles, Relationships and Group Dynamics," Social Implications of Information and Communities technology, International Symposium on Technology and Society, ISTAS, 2002, pp. 20-27.
28 Smith, M. A., Kollock, P., Communities in Cyberspace, Routledge, London, 1999.
29 Rokka, J. and Moisander, J., "Environmental Dialogue in Online Communities Negotiating Ecological Citizenship Among Global Travelers," International Journal of Consumer Studies, Vol. 33, No. 2, 2009, pp. 199-205.   DOI
30 Kang, T. -C., Lyi, D. -R., and Hwang, J. -S., "An Interpretive Approach of the Motives Underlying the Online Community Members' Behavior," The Korean Journal of Advertising, Vol. 66, 2005, pp. 9-38.
31 Park, C., and Kang, Y. "A Ritualization Model of Online Community Behavior," Journal of Consumer Studies, Vol. 23, No. 2, 2012, pp. 273-299.
32 Nonnecke, B., and Preece, J., "Why Lurkers Lurk," Americas Conference on Information Systems, 2001.
33 Joyce, E., Kraut, R. E., "Predicting Continued Participation in Newsgroups," Journal of Computer-Mediated Communication, Vol. 11, No. 3, 2006, pp. 723-747.   DOI
34 Janzik, L. and Raasch, C., "Online Communities in Mature Markets: Why Join, Why Innovate, Why Share?" International Journal of Innovation Management, Vol. 15, No. 4, 2011, pp. 797-836.   DOI
35 Fuller, J., Jawecki, G., Muhlbacher, H., "Innovation Creation by Online Basketball Communities," Journal of Business Research, Vol. 60, No. 1, 2007, pp. 60-71.   DOI   ScienceOn
36 Hemetsberger, A. "Fostering Cooperation on the Internet: Social Exchange Processes in Innovative Virtual Consumer Communities," Advances in Consumer Research, 29, 2002, pp. 354-356.
37 Csikszentmihalyi, M., Flow - The Psychology of Optimal Experience, HarperCollins, New York, 1990.
38 Moon, J. W. and Kim, Y. G., "Extending the TAM for a World-Wide-Web Context," Information and Management, Vol. 38, No. 4, 2001, pp. 217-230.   DOI   ScienceOn
39 Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, Vol. 13, No. 3, 1989, pp. 319-342.   DOI   ScienceOn
40 Liu, C., Arnett, K. P., Cappela, L. M., and Beatty, R.C., "Web sites of the Fortune 500 Companies : Facing Customers through Home Pages," Information and Management, Vol. 31, No. 6, 1997, pp. 335-345.   DOI   ScienceOn
41 Agawal, R. and Karahanna, E., "Time Files When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage," MIS Quarterly, Vol. 24, No. 4, 2000, pp. 665-694.   DOI   ScienceOn
42 Javenpaa, S. L., Tractinsky, J. and Vitale, M., "Consumer Trust in an Internet Store," Information Technology and Management, Vol. 1, No. 1, 2000, pp. 45-71.   DOI   ScienceOn
43 Bauer, H. H., Grether, M. and Leach M., "Building Customer Relations over the Internet," Industrial Marketing Management, Vol. 31, No. 2, 2002, pp. 155-163.   DOI   ScienceOn
44 Wang, Y. S., Tang, T. I. and Tang, J. T. E., "An Instrument for Measuring Customer Satisfaction Toward Web Sites That Market Digital Products and Services," Journal of Electronic Commerce, Vol. 2, No. 3, 2001, pp. 89-102.
45 Moon, J. -Y, and Choi J. -H, "Relationships Among Participation Motives in Virtual Community, Sense of Community, Loyalty and Purchase Intention," Information System Review, Vol. 5, No. 2, 2003, pp. 71-89.   과학기술학회마을
46 Lee, H., and Ahn, H., "The Impact of Trust on User Acceptance of Electronic Commerce in Virtual Communities," Entrue Journal of Information Technology, Vol. 9, No. 1, 2010, pp. 145-156.
47 Farrior, J., Heckscher, S., Judy, P., Kelly, A., Lawrence, S. and Morrison, B., "Online Communities," White Paper, Kellogg Graduate School of Management, 1999.
48 Figallo, C. Internet World: Hosting Web Communities, Editorial Wiley, USA, 1998.
49 Lantz, G. and Loeb, S., "An Examination of the Community and Purchase Preferences Using the Social Identity Approach," Advances in Consumer Research, Vol. 25, 1998, pp. 486-491
50 Kim, A. J. Community Building on the Web: Secret Strategies for Successful Online Communities. Addison-Wesley Longman Publishing Co., Inc., 2000.
51 Suh, K., "The Effects of the Characteristics of Internet Communities and Individuals on User Loyalty," Asia Pacific Journalof Information Systems, Vol. 13, No. 2, 2003, pp. 1-21.   과학기술학회마을   DOI   ScienceOn
52 Kiesler, S. and Sproull, L., "Group Decision-Making and Communication Technology," Organizational Behavior and Human Decision Processes, Vol. 52, No. 1, 1992, pp. 96-123.   DOI
53 Sternthal, B., Dholakia, R. and Leavitt, C., "The Persuasive Effect of Source Credibility: Tests of Cognitive Response," Journal of Consumer Research, Vol. 4, No. 4, 1978, pp. 252-260.   DOI
54 Bhattacharya, C. B., Rao, H. and Glynn, M. A. "Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members," Journal of Marketing, Vol. 59, No. 4, 1995, pp. 46-57.   DOI   ScienceOn
55 Ren, W. "Self-efficacy and the Search for Government Information," Reference & User Service Quarterly, Vol. 38, No. 3, 1999, pp. 283-291.