JMIR Publications

ABSTRACT

Background:

Previous studies on online smoking cessation communities (OSCCs) have shown how such networks contribute to members’ health outcomes from behavior influence and social support perspectives. However, these studies rarely considered the incentive function of OSCCs. One of the ways OSCCs motivate smoking cessation behaviors is by digital incentives.

Objective:

This study aims to explore the incentive function of a novel digital incentive in a Chinese OSCC—the awarding of virtual academic degrees—to promote smoking cessation.

Methods:

We collected members’ discussions about the virtual academic degrees (n = 1,193) from 540 members in “Smoking Cessation Bar” (a popular Chinese OSCC). The time frame of the dataset was from November 15th, 2012, to November 3rd, 2021. Drawing upon motivational affordances theory, two coders qualitatively coded the data.

Results:

We identified five key topics of discussion, including members’: (a) intention to get virtual academic degrees (n = 38, 2.47%); (b) action to apply for the degrees (n = 312, 20.27%); (c) feedback on goals accomplishment (n = 203, 13.19%); (d) interpersonal interaction (n = 794, 51.59%) and (e) expression of personal feelings (n = 192, 12.48%). Most notably, the results identified underlying social and psychological motivations behind using the forum to discuss obtaining academic degrees for smoking cessation. Specifically, members were found engaging in sharing behavior (n =423, 27.49%) over other forms of interaction such as providing recommendations or encouragement. Besides, expressions of personal feelings about achieving degrees were generally positive. Members might hide their negative feelings (such as doubt, carelessness, and dislike) in the discussion.

Conclusions:

The virtual academic degrees in the OSCC create opportunities for self-presentation for participants. They also improve their self-efficacy to persist in smoking cessation by providing progressive challenges. They serve as social bonds connecting different community members, trigger their interpersonal interactions, and induce positive feelings. The virtual academic degrees realize members’ desire to influence or to be influenced by others. Similar non-financial rewards are suggested to be adopted in various smoking cessation projects to enhance their participation and sustainability.