The determinants of participation in online business forums: exploring the interplay of need factors and reciprocity

Purpose The purpose of this study is to enhance the understanding of the drivers of participation in online business forums (OBFs). Specifically, it examines how reciprocity and three distinct types of needs (functional, psychological and hedonic) shape the participation behaviour of members in OBFs. Design/methodology/approach This study employs a multilevel analysis, integrating Social Exchange Theory and Uses and Gratification Theory to develop and validate a research framework. Data were collected via online questionnaires (N = 596) from 48 business forums on LinkedIn. The data analysis was carried out using PLS-SEM in stages. A confirmatory factor analysis was carried out to assess the measurement model, including validating the reliability and validity of the measurement items. The direct hypotheses were tested, followed by a post ad-hoc analysis to test the mediation and moderation hypotheses. Findings This study shows the impact of three need factors – functional, psychological and hedonic – and reciprocity on community members' participation behaviour in OBFs. The findings indicate that fulfiling functional, psychological and hedonic needs are key determinants driving active participation. The study further highlights the coexistence of two types of reciprocity: direct and indirect. However, the data analysis results show that only indirect reciprocity motivates participation in OBFs. Furthermore, the study reveals that indirect reciprocity not only precedes participation but also acts as a pivotal factor interacting with the interrelationship between the need factors and participation levels in OBFs. Originality/value This research advances theoretical understanding of participation in OBFs by offering novel insights into its complex, multi-faceted nature. Unlike some previous simplistic models, this study employs innovative multilevel analysis, uniquely demonstrating the synergistic impact of need factors and reciprocity on participation. It offers a nuanced perspective previously unexplored by addressing reciprocity’s paradoxical role and uncovering interconnections between various factors. This approach provides groundbreaking insights into OBF dynamics, advancing theoretical understanding while offering actionable strategies for enhancing member engagement and community development.