Intention to adopt knowledge through virtual communities: posters vs lurkers

• Published in: Online information review Vol. 36; no. 3; pp. 442 - 461
• Main Authors: Liao, Shuling, Chou, En-yi
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 01.01.2012; Emerald
• Subjects: Attitudes; Behavior; Beliefs; Citizen participation; Communities; Community; Community Involvement; Community Relations; Culture; Distance learning; Electronic Learning; Exact sciences and technology; Group Dynamics; Influence; Information and communication sciences; Information science. Documentation; Intention; Interpersonal Competence; Investigations; Knowledge sharing; Learning; Library and information science. General aspects; Mathematical analysis; Norms; On-line systems; Online; Online instruction; Peer Influence; Sciences and techniques of general use; Social capital; Social Influences; Social networks; Social Structure; Strategy; Studies; Technology Acceptance Model; Theory; Trust (Psychology); Usability; User behaviour; Virtual communities; Posters; Technology acceptance model; Virtual communities; Social networks; Knowledge adoption; Lurkers; User studies; Social capital; Authorized capital; Social network; Virtual community; Knowledge; User study; Adoption
• ISSN: 1468-4527; 1468-4535
• DOI: 10.1108/14684521211241440

Purpose - This study aims to examine the social capital and technical determinants of knowledge adoption intentions in virtual communities and to explore the differences between posters and lurkers.Design methodology approach - An online survey was conducted with a sample of 318 virtual community participants for a structural equation model test.Findings - The structural and cognitive social capital, peer influence, and perceived usefulness positively contribute to virtual community participants' attitudes and intentions toward knowledge adoption. Lurkers' attitudes are more influenced by network ties, reciprocity norms, shared vision, and perceived usefulness, whereas posters are more affected by social trust and shared language.Research limitations implications - The results produced in the Chinese context may not fully apply to other cultures.Practical implications - Devising effective strategies to increase social capital and content value is crucial for fostering virtual community members' positive attitudes toward knowledge adoption.Originality value - This study is one of the first to combine and examine social capital and technology acceptance theories with regard to the knowledge adoption intentions of posters and lurkers in virtual communities.