Examining Effects of Badge Repeatability and Level on Users’ Knowledge Sharing in Online Q&A Communities

Abstract

This study investigates the differential effects of badge repeatability and level on users’ knowledge sharing behaviors in an online Q&A (Question & Answer) community. Drawing on reinforcement theory and attribution theory of motivation, we conjecture that nonrepeatable badges reinforce individuals’ behaviors primarily by promoting internal attributions that strengthen their self-determination motivation, while repeatable badges reinforce people’s behaviors mainly via external attributions that undermine their self-determination motivation. By using fixed-effects models to analyze a panel data, we observe that nonrepeatable badges can better motivate users to share their knowledge than repeatable badges. In addition, the results show that attaining a higher level of nonrepeatable badges is associated with an increased effect for knowledge sharing, and that attaining a higher level of repeated badges leads to a decreased effect. These findings can contribute to extant literature by offering a probable explanation regarding why some gamified awards can motivate people better than others.