This research delves into the distinct behaviors and motivations of different types of users within virtual communities, specifically focusing on lurkers (those who never post), infrequent posters (those who post three times or less per month), and frequent posters. Conducted among 518 users across 20 virtual communities, the study reveals significant differences in behaviors, particularly in the willingness to give information and exchange social support between lurkers and posters. A notable finding is the progression from lurker to poster in terms of seeking knowledge and shopping information, suggesting a psychological barrier to giving information and social support among lurkers. The study highlights the importance of understanding these differences for leveraging the potential of virtual communities in terms of information mining, customer insights, and revenue generation.
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Ridings, Catherine, David Gefen, and Bay Arinze. "Psychological barriers: Lurker and poster motivation and behavior in online communities." Communications of the association for Information Systems 18.1 (2006): 16.
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