Why People are Involved in and Committed to Online Knowledge-Sharing Communities : An Expectancy-Value Perspective

One challenge to the success of online knowledge-sharing communities relates to the participants’ longtime participation. Literature has explored the determinants of initial participation rather than longtime participation despite significant differences between them. To fill this research gap, this article conceptualizes involvement and continuous commitment regarding longtime participation and examines their antecedents in the Chinese context. Extending the expectancy-value theory, knowledge-sharing expectancy, knowledge-sharing value, and knowledge-sharing affect are identified as antecedents of involvement and continuous commitment. This article further suggests that interpersonal trust and the norm of reciprocity are important contextual factors in the Chinese context that enhance the positive impacts of these antecedents on involvement and continuous commitment. Empirical results confirm most hypotheses. Interestingly, the impact of knowledge-sharing affect is not influenced by interpersonal trust or the norm of reciprocity. Both theoretical and practical implications are discussed.