Purpose: Continuous knowledge sharing by active users, who are highly active in answering questions, is crucial to the sustenance of social question-and-answer (Q&A) sites. The purpose of this paper is to examine such knowledge sharing considering reason-based elaborate decision and habit-based automated cognitive processes. Design/methodology/approach: To verify the research hypotheses, survey data on subjective intentions and web-crawled data on objective behavior are utilized. The sample size is 337 with the response rate of 27.2 percent. Negative binomial and hierarchical linear regressions are used given the skewed distribution of the dependent variable (i.e. the number of answers). Findings: Both elaborate decision (linking satisfaction, intentions and continuance behavior) and automated cognitive processes (linking past and continuance behavior) are significant and substitutable. Research limitations/implications: By measuring both subjective intentions and objective behavior, it verifies a detailed mechanism linking continuance intentions, past behavior and continuous knowledge sharing. The significant influence of automated cognitive processes implies that online knowledge sharing is habitual for active users. Practical implications: Understanding that online knowledge sharing is habitual is imperative to maintaining continuous knowledge sharing by active users. Knowledge sharing trends should be monitored to check if the frequency of sharing decreases. Social Q&A sites should intervene to restore knowledge sharing behavior through personalized incentives. Originality/value: This is the first study utilizing both subjective intentions and objective behavior data in the context of online knowledge sharing. It also introduces habit-based automated cognitive processes to this context. This approach extends the current understanding of continuous online knowledge sharing behavior.
