Abstract
The pervasive phenomenon of silence significantly impacts the operation and development of online communities; however, there is limited research on the positive and negative effects of the silent behavior of online community members. Drawing on social exchange theory, this study examines the influencing factors and consequences of two types of silent behavior of online community members: anti-community silent behavior and pro-community silent behavior, from the perspective of perceived trust in online communities. We further analyze the moderating role of online anonymity. Based on empirical research results from 538 valid questionnaires, we find that the silent behavior of online community members has a double-edged sword effect on performance, with perceived trust identified as a key factor influencing silent behavior. Additionally, it was further discovered that pro-community silent behavior mediates the impact of perceived trust on online community member performance, and online anonymity negatively moderates the influence of perceived interpersonal trust on anti-community silent behavior. This study extends the theoretical application of social exchange theory in the field of online silent behavior and provides constructive suggestions for the practical operation of online communities.
| Original language | English |
|---|---|
| Pages (from-to) | 360-380 |
| Number of pages | 21 |
| Journal | Journal of Electronic Commerce Research |
| Volume | 26 |
| Issue number | 4 |
| State | Published - Nov 2025 |
| Externally published | Yes |
Keywords
- online community member performance
- perceived trust
- silent behavior
- social exchange theory
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