Purpose

The increasing adoption of digital technologies such as social media have changed the way consumers share knowledge about products and services among each other. The aim of this paper is to test what factors drive customers to share knowledge about products and services on social media pages.

Design/methodology/approach

A quantitative survey design was employed for this study. Empirical data were drawn from 358 consumers in Italy, using a purposive sampling technique. The hypothesised relationships were tested using ordinary least squares regression modelling.

Findings

The results of this study reveal that the usage frequency of online reviews (UFORs), social bonds (SBs), subjective happiness (SH) and reciprocity positively impact on customer knowledge sharing (CKS). By contrast, the perceived usefulness of online reviews (PUORs), helping others, customer susceptibility to interpersonal influence (CSII) and informational (INFO) do not impact CKS.

Originality/value

To the best of the authors' knowledge, this study is amongst the first to empirically test the antecedents of knowledge-sharing behaviours about products and services on online social media. The present work offers relevant implications for theory. First, the work enriches the customer knowledge management (CKM) theory by providing empirical evidence on factors leading to the higher sharing of knowledge amongst customers. Second, the work adds to the literature on social media, demonstrating the individual determinants on knowledge-sharing behaviours about products and services in online communities. Practically speaking, this paper identifies some key elements driving CKS in social media conversations. Thus, building upon the findings of this study, the authors provide some guidelines for social media managers and retailers for promoting CKS on social media pages.

中文翻译：

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检验社交媒体上客户知识共享的前因：对意大利消费者的定量分析

目的

社交媒体等数字技术的日益普及改变了消费者相互分享产品和服务知识的方式。本文的目的是测试哪些因素促使客户在社交媒体页面上分享有关产品和服务的知识。

设计/方法/方法

本研究采用定量调查设计。经验数据来自意大利的 358 名消费者，采用有目的的抽样技术。使用普通最小二乘回归模型测试假设的关系。

发现

本研究结果表明，在线评论 (UFOR)、社会纽带 (SB)、主观幸福感 (SH) 和互惠的使用频率对客户知识共享 (CKS) 有积极影响。相比之下，在线评论的感知有用性 (PUOR)、帮助他人、客户对人际影响的敏感性 (CSII) 和信息性 (INFO) 不会影响 CKS。

原创性/价值

据作者所知，这项研究是最早对在线社交媒体上有关产品和服务的知识共享行为的前因进行实证检验的研究之一。目前的工作为理论提供了相关的启示。首先，这项工作通过提供有关导致客户之间更高程度地共享知识的因素的经验证据，丰富了客户知识管理 (CKM) 理论。其次，这项工作增加了社交媒体文献，展示了在线社区中关于产品和服务的知识共享行为的个人决定因素。实际上，本文确定了在社交媒体对话中推动 CKS 的一些关键因素。因此，在本研究结果的基础上，