Exploring the Determinants of Community Engagement in Social Q & A Communities

Abstract

Based on group identity and interpersonal bonds, this study constructs a theoretical framework to explain the influence mechanism of community engagement in social Q & A community users. According to the data received from 402 users of social Q & A community, this study empirically tested the proposed model. The results of structural equation modeling (SEM) showed that community identification is the antecedent of community engagement. And community identification plays a mediating role in the impact of perceived online relationship commitment on community engagement. Community prestige has a positive impact on community identification, and social presence and familiarity has a positive impact on the perceived online relationship commitment.