The Decision to Continue Sharing Knowledge in Virtual Communities: The Moderating Role of Knowledge-Sharing Experience and Knowledge Self-Efficacy

Virtual communities have become increasingly popular in recent years. Despite significant growth in the number of virtual communities, few communities have been successful retaining members and motivating members to continue sharing knowledge. This study focuses on how knowledge-contributor characteristics impact the relationship between individuals’ community-involvement motivation and continued knowledge-sharing intention. According to the study’s online survey of 292 knowledge contributors in two professional virtual communities (PVCs), knowledge-sharing experience and knowledge self-efficacy – two contributor characteristics – moderate the relationship between motivational factors and continued knowledge sharing. Specifically, reputation and enjoyment in helping others had a stronger influence on knowledge contributors with high knowledge self-efficacy, whereas reciprocity had a stronger influence on knowledge contributors with low knowledge selfefficacy. Furthermore, reciprocity and moral obligation had a stronger influence on knowledge contributors with high knowledge-sharing experience. The results of this study provide important implications for research and practice.