The Formation Mechanism of Social Identity Based on Knowledge Contribution in Online Knowledge Communities: Empirical Evidence from China

Zhichao Cheng,Tongfei Gu,Cui Li

doi:10.3390/su14042054

Zhichao Cheng, Tongfei Gu + Show 1 more

Open Access

https://doi.org/10.3390/su14042054

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Abstract

Social identity is a key factor in the sustainable development of online knowledge communities (OKCs). The purpose of this research is to explore the formation mechanism of the respective social identities of lurkers and posters, based on knowledge contribution behavior. To evaluate the research model, an online survey was conducted in the WeChat group and QQ group, which yielded 469 usable questionnaire responses. Structural equation modeling was then adapted to examine the model. We found that knowledge contribution can produce social and psychological outcomes (i.e., cognitive communication, parasocial interaction, a sense of self-worth, social support, and social identity). The posters’ social identity arises through the mediating effects of information support and cognitive communication, while the lurkers’ social identity arises through the mediating effect of parasocial interaction. In addition, this research reveals that personalized behaviors and social identity can coexist in OKCs. Our findings may provide theoretical and practical enlightenment for managers to achieve sustainable and successful operations in OKCs.

Highlights

(i.e., cognitive communication, parasocial interaction, a sense of self-worth, social support, and social identity)
We investigated the indirect effects of knowledge contribution on social identity through the sense of self-worth, information support, cognitive communion, and parasocial interaction
This research constructs a model of the social identity formation path, which shows that cognitive communion, parasocial interaction, and information support play mediating roles between knowledge contribution and social identity

Summary

Introduction

(i.e., cognitive communication, parasocial interaction, a sense of self-worth, social support, and social identity). This research reveals that personalized behaviors and social identity can coexist in OKCs. Our findings may provide theoretical and practical enlightenment for managers to achieve sustainable and successful operations in OKCs. With the advent of the Web 2.0 era, the content production method has shifted from institutionalization to personalization, and every internet user has the potential to become a content producer [1]. The OKC is a network platform whose main function is to facilitate the sharing and acquisition of knowledge among users [4]. On this platform, users with common interests gather to exchange knowledge and pursue interpersonal interaction through the internet, thereby achieving the goals of knowledge acquisition, communication, exchange, and innovation [5]. Posters contribute to the communities by posting valuable information, while lurkers can Academic Editor: Michele Grimaldi

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