Abstract:

This study explores the influence of social capital and subjective norm on user contribution intention on question-and-answer platform. First, with support of the prior studies, it develops the structure model of the intention to contribute from the perspective of theory of social capital and subjective norm. Then it conducts data collection online through survey questionnaires, and it uses PLS and SEM to analyze data, finding that reciprocity as social capital is the key determinant of user contribution intention. Finally, it conducts the analysis and discussion about the model and findings in this study.

Key words: Interactive question-and-answer platform, User contribution, Social capital, Subjective norm, SEM（Structural Equation Modeling）