The Formation Mechanism of Social Identity Based on Knowledge Contribution in Online Knowledge Communities: Empirical Evidence from China

Social identity is a key factor in the sustainable development of online knowledge communities (OKCs). The purpose of this research is to explore the formation mechanism of the respective social identities of lurkers and posters, based on knowledge contribution behavior. To evaluate the research model, an online survey was conducted in the WeChat group and QQ group, which yielded 469 usable questionnaire responses. Structural equation modeling was then adapted to examine the model. We found that knowledge contribution can produce social and psychological outcomes (i.e., cognitive communication, parasocial interaction, a sense of self-worth, social support, and social identity). The posters' social identity arises through the mediating effects of information support and cognitive communication, while the lurkers' social identity arises through the mediating effect of parasocial interaction. In addition, this research reveals that personalized behaviors and social identity can coexist in OKCs. Our findings may provide theoretical and practical enlightenment for managers to achieve sustainable and successful operations in OKCs.