Consumer Online Knowledge-Sharing: Motivations and Outcome

Yanhe Li; Yanchen Li; Kunshu Ma; Xiu Zhou

doi:10.3389/fpsyg.2022.871518

Consumer Online Knowledge-Sharing: Motivations and Outcome

Front Psychol. 2022 Jun 3:13:871518. doi: 10.3389/fpsyg.2022.871518. eCollection 2022.

Authors

Yanhe Li¹, Yanchen Li¹, Kunshu Ma², Xiu Zhou³

Affiliations

¹ School of Business, Macau University of Science and Technology, Macao, Macao SAR, China.
² School of Management, Southwest Minzu University, Chengdu, China.
³ School of Accounting and Finance, Beijing Institute of Technology, Zhuhai, China.

Abstract

As a new form of online reviews, Q&A reviews have been recently used by many e-commerce platforms to compensate for the weaknesses and problems related to trust and helpfulness found in traditional online reviews. This research documents what motivates people to share products or purchasing knowledge with others through Q&A reviews and why e-commerce platforms should place an emphasis on Q&A reviews. Importantly, our results provide evidence that, when receiving feedback (i.e., comments and likes), people are more likely willing to share knowledge with others and will have a higher level of loyalty. We believe that this study contributes to knowledge sharing and the e-commerce literature, and also has practical implications.

Keywords: consumer knowledge-sharing; e-commerce; feedback; loyalty; motivations; online Q&A reviews.