Online Information Filtering: The Role of Contextual Cues in Electronic Networks of Practice

Abstract

Online forums sponsored by Electronic Networks of Practice are commonly used to exchange information related to problem solving, but the quality of solutions posted on forums can vary widely. To assist knowledge seekers, most forums offer contextual cues that signal solution quality, such as endorsements by the question poster, experts, or other community members. However, the influence of these cues on information-filtering decisions, particularly when presented simultaneously, remains poorly understood. This study draws on signaling theory to develop hypotheses about how four cue dimensions-source, valence, format, and volume-shape information filtering on an online forum. Results from three choice-based conjoint studies show that some sources are more influential than others and that positive cues weigh more heavily on filtering decisions than negative cues. Results also show that cues tend to be more influential when they employ a more granular format and reflect the input of a larger number of individuals.