Understanding online community participation behavior and perceived benefits: a social exchange theory perspective

PSU Research Review

article

Seung Woon Kim¹  Nusrat Jahan² 

[1] Department of Business Administration, Jeonbuk National University;Department of Management Studies, Rabindra University Bangladesh

关键词: Perceived benefits;    Social exchange theory (SET);    Exchange ideology (EI);    Online community participation behavior (OCPB);    Perceived members’ support;    Perceived ties;   

DOI  :  10.1108/PRR-12-2019-0036

学科分类：社会科学、人文和艺术（综合）

来源: Emerald Publishing

【 摘 要 】

Purpose – Online communities (OCs) are the popular social environments in which people interact by sharing resources such as information, advice and thoughts on their mutual interests. Existing research lacks an explanation of the reasons of participation behavior in OCs and how such participation behavior provides members with perceived benefits. This study aims to observe how social exchange theory constructs (perceived members’ support and exchange ideology) affect online community participation behavior (OCPB), and moderated by exchange ideology (EI) and perceived ties, which in turn brings perceived benefits to its participants. Design/methodology/approach – A survey method was followed to collect data, and structural equation modeling is used with 305 valid samples. Findings – The results highlight the significant effects of perceived members’ support on OCPB. Participation behavior in OCs has critical effect on perceived benefits. The results also identify the moderating effects of EI and perceived tie, where perceived tie was insignificant. Originality/value – The findings from this study bridge the literature gaps in the context of OCPB by demonstrating how practitioners and OC managers can enhance perceived members’ support, which result in OCPB, and thus provide the OC users with several perceived benefits.

【 授权许可】

CC BY