Analyzing Key Factors of User Knowledge Sharing Intention and Its Impact in Beauty Online Communities: A Case Study on an Indonesia Beauty Platform

Christianto Vinsen Budijanto(1*), Shella Maria V(2), Dana Indra Sensuse(3), Nadya Safitri(4), Damayanti Elisabeth(5),

(1) Universitas Indonesia, Indonesia
(2) Universitas Indonesia, Indonesia
(3) Universitas Indonesia, Indonesia
(4) Universitas Indonesia, Indonesia
(5) Universitas Indonesia, Indonesia
(*) Corresponding Author

Abstract


This study investigates the factors influencing user knowledge-sharing intention and its impact in one of the biggest beauty online communities in Indonesia, by analyzing data from 113 respondents using Structural Equation Modeling (SEM). This study identifies perceived usefulness of shared knowledge, recognition, and reward systems as the top three key factors driving knowledge-sharing behavior. Findings reveal that usefulness of shared knowledge (path coefficient = 0.188, p = 0.012), recognition (path coefficient = 0.292, p = 0.001), and reward systems (path coefficient = 0.493, p = 0.000) significantly sustain participation by addressing intrinsic and extrinsic motivations. Barriers such as declining user engagement, technological limitations, and trust deficits were also examined, emphasizing the need for strategic interventions. Practical strategies, including enhanced gamification, targeted rewards, and visible recognition mechanisms, are proposed to foster continuous engagement and community growth.

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DOI: https://doi.org/10.30645/kesatria.v6i2.595

DOI (PDF): https://doi.org/10.30645/kesatria.v6i2.595.g590

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