Purpose–The purpose of this study is to develop a content analysis framework and from
that derive a process model of knowledge construction in the context of virtual product user
communities, organization sponsored online forums where product users collaboratively
construct knowledge to solve their technical problems.
Design/methodology/approach–The study is based on a deductive, qualitative content
analysis of discussion threads about solving technical problems selected from a series of
virtual product user communities. This data is complemented with thematic analysis of
interviews with forum members.
Findings–This research develops a content analysis framework for knowledge construction.
It is based on a combination of existing codes derived from frameworks developed for
Computer Supported Collaborative Learning (CSCL) and new categories identified from the
data. Analysis using this framework allows the authors to propose a knowledge construction
process model showing how these elements are organised around a typical “trial-and-error”
knowledge construction strategy.
Practical Implications–The research makes suggestions about organizations’ management
of knowledge activities in virtual product user communities, including moderators’ roles in
facilitation.
Originality/Value– The paper outlines a new framework for analysing knowledge activities
where there is a low level of critical thinking and a model of knowledge construction by trial
and error. The new framework and model can be applied in other similar contexts
