Abstract:
Online communities (OC) have been a major venue for social interaction and knowledge sharing amongst internet users. However, communities addressing similar topics have considerable overlap in resources. Given the ease to acquire these resources from other venues or sites, we ask, why do OC participants commit to a certain community even if they have the freedom of choosing from multiple other alternatives? It is presumed that although knowledgesharing does occur in online communities, the quality of the knowledge shared remains questionable. This study draws on Social Exchange Theory (SET) for its theoretical framework to determine the relationship between knowledge sharing quality and commitment. SET suggests that in return for a perceived benefit gained through participation, OC participants reciprocate by developing commitment. A 21-item online survey was conducted to gather data from OC participants aged 18 and above. Data collected was analyzed using SPSS version 10 and was tested for Pearson's Correlation and Multiple Regression Analysis. Pilot testing was carried out to establish the reliability of the instruments. An analysis of 115 cases supported the integrated conceptual framework of the study. Analysis reveals that there is a highly significant and positive relationship between commitment and knowledge sharing quality. It was also found that length of time invested in an OC plays a moderating role in the relationship between the two variables. In the discussion, the effects of knowledge sharing quality to two components of commitment, affective and normative, were also discussed. Theoretical, managerial, and legal implications were suggested based on the findings.
