Reciprocity norms and information-sharing behavior in online consumption communities: An empirical investigation of antecedents and moderators

This study seeks a better understanding of information‐sharing behavior in online consumption communities by investigating both the antecedents and moderating mechanisms of such behavior. Using self‐reported data collected over two periods, along with objective behavioral data, the authors show that a reciprocity norm functions as a proximal determinant of information‐sharing behavior. This norm also channels the effects of social, hedonic, and utilitarian community values on sharing behavior. The results reveal that the conversion of reciprocity norms into information‐sharing behavior depends on individual and contextual conditions. These significant insights reflect the integration of consumer resource allocation theory with a reciprocity framework to establish an explanatory platform for members’ information‐sharing behavior in online communities. Both theoretical and practical implications are discussed.