Exploring the pathway from seeking to sharing social support in e-learning: an investigation based on the norm of reciprocity and expectation confirmation theory

E-learning is increasingly evidenced as a conduit for social support exchange among students and protects them against mental health issues, however, the cognitive process of how social support is exchanged remains unclear. This study uses a cognitive theory approach to achieve a more nuanced explanation of students sharing or giving social support in e-learning. Specifically, we adopted the Norm of Reciprocity and Expectation Confirmation Theory to reveal the interconnection between students’ perceived social support and giving social support in learning. The model is empirically validated based on survey data of 512 respondents from college students across China regarding their e-learning experience during the first wave of Covid-19. Our findings suggest that the relationship between perceived social support and giving social support is significant and positive, and this relationship is partially mediated by confirmation of social support. These findings imply that e-learning can foster a self-reliant environment for social support exchange among college students. Under such an environment, students’ cognitive process in their seeking and sharing social support is majorly following the norm of reciprocity and secondary expectation confirmation theory.