Understanding customer knowledge sharing in web‐based discussion boards

Matthew Lee · Christy M.K. Cheung · Kai H. Lim · Choon Ling Sia

218 citations0/0 files storedInternet Research

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Knowledge Management and Sharing Digital Marketing and Social Media Expert finding and Q&A systems

Abstract

Purpose The proliferation and advance of web‐based technologies create expanded opportunities for retailers to gain a better understanding of their customers. However, the success of these web‐based discussion boards depends solely on whether customers are willing to share their knowledge and experience with other customers in these discussion boards. Thus, this study aims at identifying the factors that drive knowledge sharing among customers in web‐based discussion boards. Design/methodology/approach An exploratory study with 104 respondents was conducted to identify and categorize the key factors of customer knowledge sharing in web‐based discussion boards. Findings The results indicate that the enjoyment of helping others is the most frequently cited reason for customer knowledge sharing in web‐based discussion boards. On the other hand, the lack of knowledge self‐efficacy is the mostly cited reason explaining why customers do not want to share knowledge with others. Research limitations/implications The exploratory analysis suggests that the underlying reasons that motivate and inhibit customers to share are very different. There is a need to integrate multiple theoretical perspectives from across the social and technical domains if this phenomenon is to be better understood. Practical implications Building upon the findings of this study, some generic guidelines for retailers and web designers for promoting customer sharing in web‐based discussion boards are outlined. Originality/value This research is one of the first studies to use the socio‐technical perspective to investigate customer knowledge sharing phenomena in web‐based discussion boards.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2017Exchange and Power in Social Life 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2005Why should i share? examining social capital and knowledge contribution in electronic networks of practice 2005Contributing Knowledge to Electronic Knowledge Repositories: An Empirical Investigation1 2000“It is what one does”: why people participate and help others in electronic communities of practice 2000The Process of Knowledge Transfer: A Diachronic Analysis of Stickiness 1980The Empirical Exploration of Intrinsic Motivational Processes

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