Abstract
INTRODUCTION: Contributors' self-identity is a critical element in the sustainable development of online knowledge communities (OKCs). However, research concerning the formation mechanism of contributors' self-identity remains scarce. This research posits information support, novel posting and sense of self-worth as mediating variables between social identity and self-identity to construct a path model, aiming to explore the way in which self-identity is formed on the basis of social identity in OKCs. METHODS: To examine this mode, an online survey was administered to many different OKCs, and 515 usable questionnaire responses were collected. Structural equation modeling was then employed to examine the model. RESULTS: The R2 value of self-identity was 0.627, thus indicating that the model was able to explain 62.7% of the variance in self-identity. We find that self-identity emerges through the mediating effects of information support, novel posting and sense of self-worth. In addition, social identity can elicit novel posting and information support, which are all beneficial for enhancing the dynamics of OKCs and further generate sense of self-worth. We also observe that although social identity and individualized behavior (novel posting) are generally incompatible, they can be compatible in the context of OKCs. DISCUSSION: Self-identity as a contributor can be formed on the basis of social identity via the social path and the psychological path in OKCs, while the two paths for fostering self-identity are not independent of each other, and there is also a very strong link between behavioral and psychological mechanisms.