The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry

Investigating social motivations, opportunity and ability to participate in communities of virtual co‐creation

“…Some consumers may participate purely for a sense of altruism, concern for others, a genuine desire to help and give useful information (Gruen et al, ). People might be willing to assist others in need (Vergeer & Pelzer, ) providing mutual help and peer support (Moisander, Könkkölä, & Laine, ) and may be motivated by the potential effects of their actions on social welfare (Bigné, Ruiz, Andreu, & Hernandez, ). Individuals' altruistic motivation has been acknowledged to be particularly relevant to encourage engagement is social networking (Kwon & Wen, ) open source projects (Hars & Ou, ) and in blogs (Hsu & Lin, ).…”

The Influences of Motivation, Opportunity and Ability on Customer to Customer Online Know-How Exchange and Social Identity as a moderator in Indonesian Z Generation

“…As a variable, motivation showed a positive and significant effect on a C2C exchange (Gruen, 2006;Gruen, 2007, Briliana et al, 2015, Ruiz et al, 2015. In the context of an online community, motivation can be suggested as the motive behind its C2C online know-how exchange.…”

“…In the context of an online community, motivation can be suggested as the motive behind its C2C online know-how exchange. From the above argument, the following hypotheses is drawn: H1: There is a direct positive relationship between motivation and customer to customer online know how exchange From previous studies, opportunity is found to be a suitable prognosticator for C2C online know how exchange (Gruen, 2006;Gruen, 2007, Briliana et al, 2015, Ruiz et al, 2015. From the above argument, the following hypotheses is drawn: H2: There is a direct positive relationship between opportunity and customer to customer online know how exchange Previous studies had found that ability is positively related to C2C online know-how exchange.…”

“…From the above argument, the following hypotheses is drawn: H2: There is a direct positive relationship between opportunity and customer to customer online know how exchange Previous studies had found that ability is positively related to C2C online know-how exchange. Furthermore from (Briliana et al, Ruiz et al, 2015), C2C online know-how exchange is strongly affected by the consumer's ability. From the above argument, the following hypotheses is drawn: H3: There is a direct positive relationship between ability and customer to customer online know how exchange In context of the contradictory relationship discussed in the previous literatures, it can still be concluded that there is significant support verifying that social identity moderates the relationship between perceived ease of use, perceived usefulness, motivation, opportunity, ability and C2C online know-how exchange.…”

“…Customer to customer online know-how exchange has an influence on consumer behavior and product sales. (Ruiz, Andreu, & Hernandez, 2015) Motivation-Opportunity-Ability (MOA) theory has been used to predict the customer-to-customer online know-how exchange (C2C) behavior and the result showed that MOA is a predictor of C2C online know-how exchange (Briliana, Wahid, & Fernando, 2015). MOA can also be used to explain the degree to which Indonesian Z generation engages in know-how exchanges with others.…”