| This dissertation seeks to better understand the emergence of information-sharing structures in online virtual communities. The study focuses on two hobby-based virtual email communities whose members are geographically dispersed, with some members having more relevant knowledge about the hobby than do others. The medieval craft guild is used as the basis for comparison of the information-sharing patterns and structures within the virtual communities. The study uses an Internet-based questionnaire comprised of multiple-choice and fill-in questions, as well as a message content analysis tool that is used on the openly-shared email text. The guild model is a useful starting point for how information flows, but it is too simple a model to explain the complex manner in which information flows within these two virtual communities. The communities evolved not so much a structure, but rather an information-sharing environment. The study found that a small percentage of the members sent messages to the whole community at any one time. A variety of topics flow simultaneously through each community. About half of the messages are related to the hobby-specific interest of the group. A majority of the individuals sending messages to the community identify themselves in a signature line at the bottom of their message, but most do not disclose their geographic location. Study participants share information based upon factors such as: (a) who is asking the question, (b) personally having something to share, (c) availability of time to write a response, and (d) being in the mood to write a response. Information sent from a less experienced to a more experienced individual is shared, received, and often used. Study participants indicate that their acceptance of information they receive is based upon factors such as: (a) the perceived experience or knowledge level of the person sending the information, (b) their reputation, (c) their perceived values and ethics (based upon previously sent messages), and (d) the manner in which the message is written. The study shows that members of virtual communities impose their personal social standard on all members of the group. These two virtual groups build trust between one another by asking questions, sharing information, bragging, and sending personal and social messages and humorous stories. |
