Encouraging Story Sharing on Online Neighbourhood Platforms The Roles of Perceived Behavioural Control and Subjective Norms in Influencing Story-Sharing Intention and Behaviour
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2024-08-06
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en
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Online neighbourhood platforms are powerful tools for connecting people, yet motivating users to share neighbourhood stories remains challenging. Study 1 explored predictors of story-sharing intention and behaviour through administering a questionnaire among 185 Dutch platform users (Mage = 62 years). Findings indicated that subjective norm, information-giving motive, perceived behavioural control, and story-sharing attitude positively predicted intention. Based on these findings, Study 2 developed two interventions to encourage story-sharing: an AI-based writing assistant to enhance perceived behavioural control by aiding in the writing process and reducing time and effort, promoted through a perceived behavioural control-focused content block on the platforms (PBC intervention) and an additional subjective norm-focused promotional text (PBC+SN intervention). Effectiveness was tested in Study 2 by observing nine platforms divided into three conditions (control/PBC/PBC+SN) and compared at two times (pre/post). While the PBC intervention significantly increased story-sharing intention (NPage view observations = 805), the number of stories posted (NStory sharing = 707) did not rise significantly. The additional textual appeal on subjective norms in the PBC+SN intervention did not enhance intentions or story-sharing behaviour, possibly due to a conflicting descriptive norm. These findings suggest the writing assistant raised interest in story sharing, although a longer intervention period may be necessary to register its true effect on behaviour. Future research should explore such long-term effects and further investigate the identified predictors. This study demonstrates the potential applications of the knowledge-sharing literature, including the Theory of Planned Behaviour, in promoting story sharing on online neighbourhood platforms and the potential effectiveness of interventions facilitating the story-sharing process for encouraging story-sharing intention.
Keywords: online neighbourhood platform, story sharing, subjective norm, perceived behavioural control, artificial intelligence
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Faculteit der Sociale Wetenschappen