Intention to adopt knowledge through virtual communities: posters vs lurkers

Abstract

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.

Citation

Liao, S. and Chou, E. (2012), "Intention to adopt knowledge through virtual communities: posters vs lurkers", Online Information Review, Vol. 36 No. 3, pp. 442-461. https://doi.org/10.1108/14684521211241440