Capture coproduction behavior in networking alumni communities: Progress from platform belongingness, knowledge sharing, and citizenship behavior

Abstract

Purpose The purpose of this study is to investigate coproduction behavior in networking alumni communities via the progress from platform belongingness, knowledge sharing and citizenship behavior. Alumni networking communities have emerged as valuable assets for conserving institutional resources, supporting members and contributing new resources for alumni-institutional professional development. However, the previous literature has not yet captured the explicit processes by which these contributions are made. Design/methodology/approach Data from 711 respondents selected from an alumni collaboration network were subjected to structural equation modeling analysis. Findings The study explored resource conservation (belongingness) as the primary relational mechanism for alumni to share their instrumental resources (knowledge sharing), supporting resources (citizenship behavior) and competent resources (coproduction behavior). Knowledge sharing and citizenship behavior act as intermediate agents to trigger coproduction behavior. The authors show how subjective norm, group norm and trust is regarded as a tool to reduce bonding intrusiveness (i.e. the intrusive side-effects of a bond) and moderate the indirect effect of belongingness on coproduction and the direct effect of citizenship on coproduction. Research limitations/implications By applying attachment theory, conservation of resources theory and digital platform networking perspectives, this study describes major implications for designing inspiring and compatible community platforms. Practical implications Guidance is provided for improving sustainable alumni communities through citizenship-sharing and coproduction behavior. Social implications Online alumni communities are regarded as resource conservators, which can result in valuable coproduction, via the sharing of knowledge, expertise and skillsets to create profit for a range of institutions and industries. Originality/value Alumni networking platforms encourage alumni cohesiveness, stimulate knowledge exchange and improve professionalism.

How does the online innovation community climate affect the user’s value co-creation behavior: The mediating role of motivation

“…(3) Mediating variable: The need for achievement (NA) refers to the need of users to achieve goals and pursue excellence based on their own interests and passions [ 43 ], so it was represented by the number of cheers users get in the OnePlus Community [ 56 ]. The need for power (NP) refers to the user’s need to influence or control others by acquiring social status [ 56 ], so it was indicated by the different user group levels that users belong to in the community.…”

“…Liu and Li indicated that users’ interaction behaviors, including help-seeking, interaction and social behaviors, have a significant impact on their value co-creation behaviors [ 42 ]. Bui & Jeng pointed that user’s sense of belonging can affect user’s citizenship behavior [ 43 ]. On the other hand, from the perspective of communities, researchers have examined their governance mechanisms, incentives, and climates.…”

Lurkers versus Contributors: An Empirical Investigation of Knowledge Contribution Behavior in Open Innovation Communities

“…Knowledge supply Knowledge Sharing [9,16,43] Knowledge Contribution [4,19,44] Knowledge Supply [8] Knowledge Gathering [22] Knowledge Creation…”

“…Knowledge demand Knowledge Search [20] Knowledge Assessment [18] Knowledge Filtering [45] Knowledge Adoption [9] Knowledge Utilization [10] Knowledge Reuse [46] Bidirectional behavior Knowledge Exchange [15,40,47] Knowledge Transformation [4,11] Knowledge Transfer [22,38] From the perspective of knowledge supply, previous studies have mainly investigated the antecedents and consequences that influence user knowledge contribution or knowledge sharing from the perspectives of internal and external motivation, social capital, social cognition, and organizational climate. For example, Liu, Yang [48] applied collective action theory to verify the effects of individual motivation and social capital on knowledge contribution and found that structural capital had the most significant effect on knowledge sharing in OICs.…”

“…Fayn, des Garets [21] explored the motivations of different users for sustained participation by dividing community users into lurkers, questioners, and answerers based on the theory of planned behavior. Bui and Jeng [22] divided community users into lurkers and contributors and analyzed the differences in motivation for knowledge contribution among them.…”