The effects of perceived network characteristics on knowledge exchange in virtual communities

Abstract Understanding virtual community (VC) networks is essential because the characteristics of these networks play a fundamental role in knowledge exchange. This survey‐based study proposes two network‐related antecedents: perceived closeness with VC members (PCL) and perceived connectedness with VC members (PCN). Using a structural equation modeling approach, we examined the two antecedents' associations with the knowledge‐exchange drivers that, in turn, are related to two endogenous variables: intention to acquire knowledge and intention to share knowledge. The results of our bootstrapping mediation tests suggest that the perceived network characteristics indirectly influence members' knowledge‐exchange intentions through mediators such as identification, knowledge self‐efficacy, reputation, and shared vision. We conclude that PCN can positively influence the four mediators and is a key network characteristic that facilitates knowledge exchange in virtual spaces. By studying the antecedents of users' intentions to share and acquire knowledge, this research provides a holistic view of information exchange on VCs.