Exploring the factors influencing consumers to voluntarily reward free health service contributors in online health communities: Empirical study

Abstract

Background: Rewarding health knowledge and health service contributors with money is one possible approach for the sustainable provision of health knowledge and health services in online health communities (OHCs); however, the reasons why consumers voluntarily reward free health knowledge and health service contributors are still underinvestigated. Objective: This study aimed to address the abovementioned gap by exploring the factors influencing consumers’ voluntary rewarding behaviors (VRBs) toward contributors of free health services in OHCs. Methods: On the basis of prior studies and the cognitive-experiential self-theory (CEST), we incorporated two health service content–related variables (ie, informational support and emotional support) and two interpersonal factors (ie, social norm compliance and social interaction) and built a proposed model. We crawled a dataset from a Chinese OHC for mental health, coded it, extracted nine variables, and tested the model with a negative binomial model. Results: The data sample included 2148 health-related questions and 12,133 answers. The empirical results indicated that the effects of informational support (β=.168; P