ABSTRACT Online community managers are seeking effective ways to encourage users to exhibit prosocial behaviors that help sustain the growth and effectiveness of online communities. One tactic is to set up small groups to build relationships and facilitate communications. In addition to social norms formed and shared among all community users, individuals are also subjected to potential influence from peers with whom they directly communicated within the group. This study integrated social exchange theory with group influence theory to investigate how the influences of reputation and reciprocity on users’ contributions were modified under two categories of group influences, i.e., informational and normative influence. Based on a longitudinal observation of over 3,000 members from 72 subgroups in an online community, we developed a cross-level moderation model to enrich our understanding of users’ contribution behavior with the influence of group performances. This study provides guidelines for online community administrators to create and foster effective communities for knowledge contribution and exchange.

中文翻译：

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群体表现如何影响用户在网络社区中的贡献？跨级别审核模型

摘要 在线社区管理者正在寻找有效的方法来鼓励用户表现出有助于维持在线社区增长和有效性的亲社会行为。一种策略是建立小组来建立关系并促进沟通。除了在所有社区用户之间形成和共享的社会规范之外，个人还受到与他们在组内直接交流的同伴的潜在影响。本研究将社会交换理论与群体影响理论相结合，研究了在两类群体影响，即信息影响和规范影响下，声誉和互惠对用户贡献的影响是如何变化的。基于对在线社区 72 个子组的 3,000 多名成员的纵向观察，我们开发了一个跨级别的审核模型，以丰富我们对受群体表现影响的用户贡献行为的理解。本研究为在线社区管理员创建和培育有效的知识贡献和交流社区提供指导。