[img_inline align=”right” src=”http://padnws01.mcmaster.ca/images/keyboard.JPG” caption=”Li Zhao is currently conducting a study on the factors that influence the knowledge sharing behaviour of online users in anonymous virtual communities-specifically online bulletin board systems (BBS). “]Every day, millions of people get help with everything from baking to car repair on sites like Yahoo! Answers. What makes these sites unique is that answers are posted almost entirely on an anonymous basis.

Li Zhao, an international student from China, began his PhD in information systems in 2006 at the DeGroote School of Business. He is currently conducting a study on the factors that influence the knowledge sharing behaviour of online users in anonymous virtual communities-specifically online bulletin board systems (BBS).

“Knowledge sharing means one person posts a question in the BBS or online forum, and other people answer his or her question,” he explains.

A major problem with anonymous virtual communities is the low level of user participation, which is causing these websites to shut down.

“In the real world, when two firms conduct an economic exchange, there is a contract that outlines the obligations of the firms,” says Zhao. “But in social exchanges, there is no contract. If I help someone one day, that person might not return that favour. So how do we regulate social exchange?”

Zhao believes social capital theory, the idea that social contacts benefit an individual or a group's productivity, and social exchange theory, the idea that all human relationships are formed through a cost-benefit comparison, can aid in regulation. For example, if significant time and effort are required to respond to a post in an online forum, most users will not reply as the costs outweigh the benefits; however, if users are aware of the benefits of participating, they will be more likely to respond to online posts.

Benefits include social affiliation, enjoyment from helping others and higher online rankings, all of which may entice users to share their knowledge with others.

“Some sites give users the chance to earn points as a way to encourage participation,” Zhao says. “If people know these factors, they can change the virtual community and maybe more people would stay and interact.”

The results from Zhao's study will provide direction for modifications to online systems, as well as aid in promoting online knowledge sharing behaviour which may help anonymous virtual communities prosper. In addition, Zhao is hopeful that his research will facilitate learning and knowledge accumulation, as well as increase communication among online users and society as a whole.