Qinze Mi

Based on motivational theory, this study investigated the effect of users’ knowledge seeking on users’ knowledge contribution in question-and-answer (Q&A) communities. We collected 4643 samples from the largest social Q&A platform in China (Zhihu) and applied a mediation effect test to the data. The results showed that knowledge seeking affects intrinsic motivations (altruism and self-efficacy) and extrinsic motivations (social support, group identity, and reputation), further affecting knowledge contribution. Our findings indicated that Q&A communities should be concerned with users’ intrinsic and extrinsic motivations to ensure balanced knowledge exchange on social Q&A platforms, ultimately fostering long-term stability and growth. Existing research has mainly focused on a single behavioral state, such as knowledge seeking or knowledge contribution, and has paid little attention to the connection between these two types of user information behaviors. This study aimed to fill this gap by revealing the mechanisms through which users’ knowledge seeking affects their knowledge contribution.

Purpose: Based on the social interaction theory and trust theory, this study investigates the switching of users on social question and answer (Q&A) platforms from knowledge seekers to knowledge contributors. Design/methodology/approach: We used Python to gather data from Zhihu, performed hypothesis testing on the models using Poisson regression and finally conducted a mediation effect analysis. Findings: The findings reveal that knowledge seeking impacts users' motivation for information interaction, emotional interaction and trust. Notably, information interaction and trust exhibit a chained mediation effect that subsequently influences knowledge contribution. Originality/value: Current studies on user knowledge behavior typically examine individual actions, rarely connecting knowledge seeking and knowledge contribution. However, the balance of knowledge inflow and outflow is crucial for social Q&A platforms. To cover this gap, this paper empirically investigates the switching between knowledge seeking and knowledge contribution based on the social interaction theory and trust theory.