View article

Operators of online communities (OCs) continuously try to create a trusting atmosphere and encourage user participation in their OC by implementing different information technology (IT) features that should signal a secure and high-quality environment for the exchange of content and personal information. However, without including users' perspective on which IT features actually affect trust and participation, uncertainty remains about whether OC operators are pulling the right levers. Although previous research has examined the effects of IT features on trust and participation in OCs, the field lacks a comprehensive perspective that compares users' trust perceptions and participation behavior induced by IT features with operators' efforts to provide these IT features in their OC. Drawing on signaling theory, we develop a technology-trust-participation research model that captures a dual perspective on how the …