This research investigates the impact of information technology (IT) features on trust and participation within online communities (OCs), from both users' and operators' perspectives. Leveraging signaling theory, the study develops a model to explore how IT-based signals influence users' trust perceptions and their subsequent participation behavior. Through an online survey of 364 OC members and content analysis of 80 general interest OCs, the study identifies five key IT feature clusters—usability, transparency, quality-assured content, security, and privacy—and evaluates their effectiveness in enhancing trust and participation. Findings reveal a mismatch between the presence of specific IT features and their perceived importance by users, highlighting gaps in operators' efforts to foster a trusting and participative environment. This study provides valuable insights for OC operators on prioritizing IT features to improve user experiences and engagement.
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Benlian, Alexander, and Thomas Hess. "The signaling role of IT features in influencing trust and participation in online communities." International Journal of Electronic Commerce 15.4 (2011): 7-56.
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