Investigating Knowledge Contribution from the Online Identity Perspective

摘要

Knowledge contribution is one of the essential factors for the success of virtual communities (VCs). Although there has been a great deal of research on knowledge management in organizational settings, there is a lack of understanding about the knowledge contributions of individual members in non-organizational settings, especially in VCs. This study examines the knowledge contribution of individuals in VCs from the online identity perspective based on social identity theory. Previous research on identity explains that human behavior is an activity for communicating the identity. This study tests the effect of personal and social aspects of online identity on knowledge contribution. The results indicate both personal and social aspects of online identity significantly affect knowledge contribution. This research contributes toward the understanding of online identity and its effect on knowledge contribution. This study also offers suggestions to VC organizers and Internet vendors for managing the online knowledge contributions of their members.