The impacts of knowledge sharing-based value co-creation on user continuance in online communities

Abstract

Purpose

Though online communities offer unprecedented opportunities to involve people in knowledge sharing, the reasons why users would like to participate in those activities in online communities have still been under-explored. In this research, the authors aim to use the value co-creation theory to build and test a continuance usage model, which focuses more on experiential values resulted from the knowledge sharing behavior.

Design/methodology/approach

An integrative research model is built to investigate how knowledge sharing behavior affects users’ co-creation value and then drives their continuance usage in online communities. Online survey data collected from 239 Sina Microblog users in China are utilized to validate the proposed model and hypotheses.

Findings

Empirical results indicate that the knowledge sharing behavior helps improve users’ co-creation value, including customer learning value, social integrative value and hedonic value. This co-creation value can subsequently affect users’ future participation intention in online communities.

Originality/value

This paper seeks to fill the research gap by examining customers’ motivations or perceptions underlying their knowledge sharing behavior at the usage-stage, instead of the pre-usage stage mainly concentrated on by previous studies. The managerial implications can be utilized for policy making to encourage customers’ participation and operate a better online community.

Citation

Chen, C., Du, R., Li, J. and Fan, W. (2017), "The impacts of knowledge sharing-based value co-creation on user continuance in online communities", Information Discovery and Delivery, Vol. 45 No. 4, pp. 227-239. https://doi.org/10.1108/IDD-11-2016-0043