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Abstract

Purpose Continuous knowledge sharing by active users, who are highly active in answering questions, is crucial to the sustenance of social question-and-answer (Q&A) sites. The purpose of this paper is to examine such knowledge sharing considering reason-based elaborate decision and habit-based automated cognitive processes. Design/methodology/approach To verify the research hypotheses, survey data on subjective intentions and web-crawled data on objective behavior are utilized. The sample size is 337 with the response rate of 27.2 percent. Negative binomial and hierarchical linear regressions are used given the skewed distribution of the dependent variable (i.e. the number of answers). Findings Both elaborate decision (linking satisfaction, intentions and continuance behavior) and automated cognitive processes (linking past and continuance behavior) are significant and substitutable. Research limitations/implications By measuring both subjective intentions and objective behavior, it verifies a detailed mechanism linking continuance intentions, past behavior and continuous knowledge sharing. The significant influence of automated cognitive processes implies that online knowledge sharing is habitual for active users. Practical implications Understanding that online knowledge sharing is habitual is imperative to maintaining continuous knowledge sharing by active users. Knowledge sharing trends should be monitored to check if the frequency of sharing decreases. Social Q&A sites should intervene to restore knowledge sharing behavior through personalized incentives. Originality/value This is the first study utilizing both subjective intentions and objective behavior data in the context of online knowledge sharing. It also introduces habit-based automated cognitive processes to this context. This approach extends the current understanding of continuous online knowledge sharing behavior.

Date

20. 1.2015 18:30:22

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Abstract

Social question-and-answer (Q&A) sites are platforms where users can freely ask, share, and rate knowledge. For the sustainable growth of social Q&A sites, maintaining askers is as critical as maintaining answerers. Based on motivational affordances theory and self-determination theory, this study explores the influence of the design elements of social Q&A sites (i.e., upvotes, downvotes, edits, user profile, and comments) on the survival of new askers. In addition, the moderating effect of having an alternative experience is examined. Online data on 25,000 new askers from the top five Q&A sites in the Technology category of the Stack Exchange network are analyzed using logistic regression. The results show that the competency- and autonomy-related design features of social Q&A sites motivate new askers to continue participating. Surprisingly, having an alternative experience shows a negative moderating effect, implying that alternative experiences increase switching costs in the Stack Exchange network. This study provides valuable insights for administrators of social Q&A sites as well as academics.