Online discussion communities play an important role in the development of relationships and the transfer of knowledge within and across organizations. Their underlying technologies enhance these processes by providing infrastructures through which group-based communication can occur. Community administrators often make decisions about technologies with the goal of enhancing the user experience, but the impact of such decisions on how a community develops must also be considered. To shed light on this complex and under-researched phenomenon, we offer a model of key latent constructs influenced by technology choices and possible causal paths by which they have dynamic effects on communities. Two important community characteristics that can be impacted are community size (number of members) and community resilience (membership that is willing to remain involved with the community in spite of variability and change in the topics discussed). To model community development, we build on attraction–selection–attrition (ASA) theory, introducing two new concepts: participation costs (how much time and effort are required to engage with content provided in a community) and topic consistency cues (how strongly a community signals that topics that may appear in the future will be consistent with what it has hosted in the past). We use the proposed ASA theory of online communities (OCASA) to develop a simulation model of community size and resilience that affirms some conventional wisdom and also has novel and counterintuitive implications. Analysis of the model leads to testable new propositions about the causal paths by which technology choices affect the emergence of community size and community resilience, and associated implications for community sustainability.
Online discussion communities have become a widely used medium for interaction, enabling conversations across a broad range of topics and contexts. Their success, however, depends on participants' willingness to invest their time and attention in the absence of formal role and control structures. Why, then, would individuals choose to return repeatedly to a particular community and engage in the various behaviors that are necessary to keep conversation within the community going? Some studies of online communities argue that individuals are driven by self-interest, while others emphasize more altruistic motivations. To get beyond these inconsistent explanations, we offer a model that brings dissimilar rationales into a single conceptual framework and shows the validity of each rationale in explaining different online behaviors. Drawing on typologies of organizational commitment, we argue that members may have psychological bonds to a particular online community based on (a) need, (b) affect, and/or (c) obligation. We develop hypotheses that explain how each form of commitment to a community affects the likelihood that a member will engage in particular behaviors (reading threads, posting replies, moderating the discussion). Our results indicate that each form of community commitment has a unique impact on each behavior, with need-based commitment predicting thread reading, affect-based commitment predicting reply posting and moderating behaviors, and obligation-based commitment predicting only moderating behavior. Researchers seeking to understand how discussion-based communities function will benefit from this more precise theorizing of how each form of member commitment relates to different kinds of online behaviors. Community managers who seek to encourage particular behaviors may use our results to target the underlying form of commitment most likely to encourage the activities they wish to promote.
With the rapid pace of technological development, individuals are frequently challenged to make sense of equivocal innovative technology while being given limited information. Virtual worlds are a prime example of such an equivocal innovative technology, and this affords researchers an opportunity to study sensemaking and the construction of perspectives about the organizational value of virtual worlds. This study reports on an analysis of the written assessments of 59 business professionals who spent an extended period of time in Second Life, a popular virtual world, and discursively made sense of the organizational value of virtual worlds. Through a Toulminian analysis of the claims, grounds, and warrants used in the texts they generated, we identify 12 common patterns of sensemaking and indicate that themes of confirmation, open-ended rhetoric, demographics, and control are evident in the different types of claims that were addressed. Further, we assert that the Toulminian approach we employ is a useful methodology for the study of sensemaking and one that is not bound to any particular theoretical perspective.