From ambiguity to disclosure: Uncertainty and anonymity as joint drivers of knowledge-sharing willingness

Digital platforms have transformed how users share information, yet the drivers of such behavior—especially under uncertainty—remain underexplored. This study examined how uncertainty (lack of predictability about others, contexts, or information) and anonymity (unidentifiability) shape users’ willingness to share information. Drawing on uncertainty reduction theory, we conducted two studies with users of virtual communities. Study 1 (N = 130) examined the relationship between uncertainty and willingness to share information, while Study 2 (N = 414) investigated the moderating role of anonymity. The results indicated that uncertainty was positively related to sharing intentions, and that this relationship was stronger when users were anonymous. These findings extend theory by framing uncertainty as a motivator, not a barrier, and highlight the role of anonymity as a contextual amplifier. On a practical level, the findings can inform platform design, encouraging anonymity in high-uncertainty spaces to foster open sharing.