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

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.