Reciprocity norms and information-sharing behavior in online consumption communities: An empirical investigation of antecedents and moderators |
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Affiliation: | 1. National Chengchi University, Taipei, Taiwan;2. National Taipei University, Taipei, Taiwan |
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Abstract: | This study seeks a better understanding of information-sharing behavior in online consumption communities by investigating both the antecedents and moderating mechanisms of such behavior. Using self-reported data collected over two periods, along with objective behavioral data, the authors show that a reciprocity norm functions as a proximal determinant of information-sharing behavior. This norm also channels the effects of social, hedonic, and utilitarian community values on sharing behavior. The results reveal that the conversion of reciprocity norms into information-sharing behavior depends on individual and contextual conditions. These significant insights reflect the integration of consumer resource allocation theory with a reciprocity framework to establish an explanatory platform for members’ information-sharing behavior in online communities. Both theoretical and practical implications are discussed. |
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Keywords: | Information-sharing behavior Online consumption community Receptivity Reciprocity norms Self-efficacy |
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