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Influences of Web interactivity and social identity and bonds on the quality of online discussion in a virtual community

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Abstract

People participate in virtual communities (VCs) for knowledge sharing or social interaction. However, most studies of VCs have focused on elucidating knowledge sharing rather than predicting virtual social interactions. This study considers “quality of online discussion” an appropriate metric for assessing group-level outcomes of virtual social interactions, and thus for predicting member willingness to sustain an ongoing relationship with a virtual community (VC). This study develops a research model, grounded in Web interactivity, social identity and social bond theories, for predicting the quality of online discussion in terms of cognitive and social influences. Empirical results from an online survey of a VC verify distinct direct and indirect social influences (perceived internalization bonds and perceived identification bonds) and cognitive influences (perceived communication and perceived control). Implications for academics and practitioners are also discussed.

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Authors and Affiliations

  1. Department of Information Management, Hsuan Chuang University, No. 48, Hsuan Chuang Rd., Hsinchu City, 300, Taiwan

    Hung-Pin Shih

  2. Department of Information Management, National Kaohsiung First University of Science & Technology, 2 Juoyue Rd. Nantz District, Kaohsiung, Taiwan, Republic of China, 811

    Echo Huang

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  1. Hung-Pin Shih
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Appendix A. Theoretical constructs and measurement items

Appendix A. Theoretical constructs and measurement items

Perceived Communication (PCOM) (Source: Liu (2003); Song and Zinkhan (2008))

PCOM1 The Web platform facilitates two-way communication

PCOM2 The Web platform gives me the opportunity to talk back

PCOM3 The Web platform facilitates concurrent communication

PCOM4 The Web platform enables conversation among members

Perceived Control (PC) (Source: Liu (2003); Song and Zinkhan (2008))

PC1 While I was on the Web platform, I was always aware where I was

PC2 While I was on the Web platform, I always knew where I was going

PC3 I was delighted to be able to choose whom I want to talk on the Web platform

PC4 While I was on the Web platform, I could choose freely whom I want to talk

Perceived Identification Bonds (PIDB) (Source: O’Reilly and Chatman (1986))

PIDB1 I consider all members of the virtual community as the same group

PIDB2 I have a strong tendency to become a member of the virtual community

PIDB3 There is a strong tie between me and other group members in the virtual community

PIDB4 I feel no boundaries between me and other group members in the virtual community

Perceived Internalization Bonds (PINB) (Source: O’Reilly and Chatman (1986))

PINB1 Since joining the virtual community, other group members and I have similar views in communicating

PINB2 Since joining the virtual community, other group members and I have similar values in dialogue

PINB3 Since joining the virtual community, my perception of norms, and those of other group members have become similar

Quality of Online Discussion (QOD) (Source: this study)

QOD1 I feel the freedom for group members to share information with others in the virtual community

QOD2 I feel the transparency for group members to discuss with others in the virtual community

QOD3 I feel the openness for group members to disclose online arguments in the virtual community

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Shih, HP., Huang, E. Influences of Web interactivity and social identity and bonds on the quality of online discussion in a virtual community. Inf Syst Front 16, 627–641 (2014). https://doi.org/10.1007/s10796-012-9376-7

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