Why do knowledge seekers turn to knowledge contributors in social Q&A platforms? Evidence from China

Purpose Based on the social interaction theory and trust theory, this study investigates the switching of users on social question and answer (Q&A) platforms from knowledge seekers to knowledge contributors. Design/methodology/approach We used Python to gather data from Zhihu, performed hypothesis testing on the models using Poisson regression and finally conducted a mediation effect analysis. Findings The findings reveal that knowledge seeking impacts users' motivation for information interaction, emotional interaction and trust. Notably, information interaction and trust exhibit a chained mediation effect that subsequently influences knowledge contribution. Originality/value Current studies on user knowledge behavior typically examine individual actions, rarely connecting knowledge seeking and knowledge contribution. However, the balance of knowledge inflow and outflow is crucial for social Q&A platforms. To cover this gap, this paper empirically investigates the switching between knowledge seeking and knowledge contribution based on the social interaction theory and trust theory.