Knowledge sharing among innovative customers in a virtual innovation community The roles of psychological capital, material reward and reciprocal relationship

Purpose - Based upon social cognition and social exchange theories, the purpose of this paper is to develop and test a conceptual model, suggesting that customer psychological capitals (CPCs) affect their knowledge sharing behavior (KSB) within a virtual innovation community (VIC) under the influence of material reward (MR) and reciprocal relationship (RR). Design/methodology/approach - The sample comprises of valid responses collected from 516 customers in five virtual innovation communities via an online survey. The authors adopted the hierarchical regression method to mitigate any concerns relating to endogeneity within the models, and also to test the relationships among the variables. Findings - CPC, MR and RR are found to have a profound impact on their enthusiasm to share knowledge. Environmental factors play an important role in shaping the effects of CPC on KSB. MR tends to weaken the positive effect of CPC on KSB, whilst RR tends to strengthen the positive effect. Practical implications - To effectively manage a VIC, firms should make full use of the positive impact of CPC on KSB, set up appropriate incentive mechanisms and create a virtuous community atmosphere to encourage knowledge sharing. Originality/value - This study integrates two theoretical perspectives to examine which types of psychological and environmental factors, and which combinations of these factors, affect innovative customers to share knowledge. It offers useful guidelines for firms to engage in effective customer-driven products, services and/or processes innovation.