Predicting information exposure and continuous consumption : self-level interest similarity, peer-level interest similarity and global popularity

Purpose: This study examines users' information selection strategy on knowledge-sharing platforms from the individual level, peer level and societal level. Though previous literature has explained these three levels separately, few have simultaneously examined their impacts and identified the dominant one according to their effect strengths. The study aims to fill this research gap of the competitions among different levels of information selection mechanisms. Besides, this study also proposes a three-step decision-tree approach to depict the consumption process, including the decision of first-time exposure, the decision of continuous consumption and the decision of feedback behavior participation. Design/methodology/approach: This study analyzed a clickstream dataset of a Chinese information technology blogging site, CSDN.net. Employing a sequential logit model, it examined the impacts of self-level interest similarity, peer-level interest similarity and global popularity simultaneously on each turning point in the consumption process. Findings: The authors’ findings indicate that self-level interest similarity is the most dominant factor influencing users to browse a knowledge-sharing blog, followed by peer-level interest similarity and then global popularity. All three mechanisms have consistent influences on decision-making in continuous information consumption. Surprisingly, the authors find self-level interest similarity negatively influences users to give feedback on knowledge-sharing blogs. Originality/value: This paper fulfills the research gap of the dominance among three-levels of selection mechanisms. This study's findings not only could contribute to information consumption studies by providing theoretical insights on audience behavior patterns, but also help the industry advance its recommendation algorithm design and improve users' experience satisfaction.Peer review – The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2020-0475