Material versus experiential attributes in online Q&A: how anticipated reliability shapes consumers’ answer intention
基于自我决定理论，研究发现消费者更愿意回答物质属性（而非体验属性）的问题，因为物质属性的回答被认为更可靠、更有帮助，这种效应受个人心态和独特性需求调节。
Purpose Drawing on self-determination theory (SDT), this research investigates the psychological mechanisms behind consumers’ intention to answer questions on online Q&A platforms depending on product attributes. Design/methodology/approach Across six studies, including field data and online experiments, we examine how, why and when product attribute framing (material vs. experiential) influences answer intention in Q&A contexts. Findings Consumers exhibit a significantly higher intention to answer questions framed around material (vs. experiential) attributes. This effect holds regardless of the valence (positive or negative) or urgency of the question. The effect is mediated by anticipated answer reliability – an altruistic motivation where consumers believe material-focused answers are more universally helpful. Furthermore, this mechanism is bounded by individual differences: a self-focused mindset reverses the effect, while a high need for uniqueness attenuates it. Research limitations/implications To address knowledge gaps in digital prosocial behavior, this study reveals how material attribute framing drives Q&A engagement. Going forward, we propose future empirical research focusing on actual posting behaviors, alternative attribute taxonomies and cross-cultural variations to refine this framework. Practical implications Practically, marketers should emphasize material attributes to enhance product “answerability,” prioritizing informational utility over emotional resonance to stimulate eWOM. Additionally, platforms can leverage trait-based personalization and objective question prompts to cultivate a high-quality, altruistic and highly engaging digital community ecosystem. Originality/value By linking product framing to consumers’ willingness to engage in Q&A, this research provides new insights into how altruistic motivations operate in digital environments. It extends SDT into the domain of online peer support and offers actionable implications for marketers seeking to boost consumer engagement on Q&A platforms.