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April 29, 2026Internet Research

Material versus experiential attributes in online Q&A: how anticipated reliability shapes consumers’ answer intention

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Authors

HCHanyu (Yuki) ChenXZXi ZhangRFRaffaele Filieri

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Overview

Experiments show that material attributes increase answer intention in online Q&A, suggesting strategies for marketers to enhance engagement.

Key Points

  • This research explores how product attributes influence consumers' intention to answer questions in online Q&A settings.
  • Conducted six studies including field data and online experiments.
  • Examined the effects of material versus experiential attribute framing on answer intention.
  • Analyzed the mediating role of anticipated answer reliability and individual differences.
  • Consumers showed a higher intention to answer questions with material attributes compared to experiential ones.
  • The effect persisted irrespective of question valence or urgency.
  • Anticipated reliability mediated the effect, while individual traits such as mindset impacted the results.

Cite This Study

Chen et al. (2026) studied this question.

synapsesocial.com/papers/69f1545d879cb923c49447edhttps://doi.org/10.1108/intr-01-2025-0195
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