Expert vs. Peer: The Role of Situational Characteristics in Electronic Networks of Practice

Abstract

Individuals turn to online forums sponsored by Electronic Networks of Practice (ENPs) to acquire information on a range of topics; yet, quality and relevancy of such information can vary greatly. To assist information seekers, many ENP forums incorporate contextual cues that provide signals originating from both expert and lay forum users about the quality of solutions. While extant research has explored how these cue sources influence information filtering on ENP forums, results on their relative impact are fragmented and often contradictory. This paper advances research in this domain by employing situation theory to examine how six situational characteristics influence individuals’ propensity to rely on peer vs. expert recommendations. Results demonstrate that users rely more on expert recommendations when seeking information for situations that they perceive as stressful, task-oriented, or requiring greater cognitive processing, while peer recommendations are preferred for situations perceived as fun. Implications for research and practice are discussed.