社交网站知识共享影响因素研究

发布时间：2018-04-18 21:41

本文选题：社交网站 + 知识共享　；参考：《长春工业大学》2014年硕士论文

【摘要】：社交网站注重人际间的互动,和人际关系的建立。社交网站涵盖知识共享的主体和客体,它提供了知识共享所需的技术环境。从知识共享的层面上来说,社交网站提供进行知识共享一系列的条件。个体是社交网站知识共享的主体,其他因素通过个体因素来影响社交网站知识共享。本文是从个体角度出发,分析个体动机,能力和机会这三大部分对社交网站知识共享的影响。然后把个体的性格和品质拿出来,来分析个体本来的品质对社交网站知识共享的影响。其中,动机又分为个人动机和社会动机。其中,个人的动机包括获取和提高对自己有用知识的需求和态度。社会动机则包括互惠,社会身份认同和人际关系三个指标。而能力分为使用工具的能力和沟通交流的能力。而个性又包括学习导向和利他主义。通过这几个方面的实证研究有助于更加清晰的认识社交网站的知识共享,亦有助于知识共享体系的建立。通过从个体层面对社交网站知识共享层面的理论分析和实证研究,可以为以后知识共享的实践提供良好的理论支持。本文从知识共享的总体出发,采用MOA理论模型,整合归因理论来构建自己的社交网络知识共享影响因素的模型。搜集并借鉴以往的理论,在前人的基础上,将MOA(动机-机会-能力)理论模型进行了合理的扩充,并将MOA理论中用来研究社交网站知识共享原本的这三大变量进行了总结和修正,通过实证分析希望使之对后来研究社交网站知识共享的同志能有更多的帮助。构建的模型的变量并不能直接用数据来衡量,通过网络调查问卷的形式收集了289份调查问卷,来从侧面对这些变量来进行测定。在调查数据的基础之上,使用专业的工具对这些数据进行统计分析,然后利用SPSS软件,采用主成分分析法的模型分析方法,对模型进行验证,从而形成有力的实证。实证证明,社交网站的用户更加关注的是在这个圈子里是否能够得到认同,互惠,人际关系是否能够相处融洽,还有是否有积极的在社交网站这个平台上共享知识的态度。在前人的基础上,我们把个性这一变量加入到基于MOA理论的框架中,最后我们论证的结果是,个性在这一框架中所占的权重为0.13,虽然影响不大,但是我们也不能忽略他们的存在,这说明我们在个体层面研究社交网站知识共享的影响因素的时候,应该重视个性这一变量,其中研究变量的指标时,性格和品质这两个指标所占的指标比较平均。对后来研究知识共享的学者会有帮助。本文从个体层面对社交网站知识共享进行研究,充实了知识的共享的研究范围,进一步促进通过社交网站来进行共享这一领域。研究中采集的数据并对之进行分析有助于社交网站更好了解用户的行为,从而为社交网站研制出更加适合用户的产品提供了支持。
[Abstract]:Social networking sites focus on interpersonal interaction, and the establishment of interpersonal relationships.Social networking site covers the subject and object of knowledge sharing. It provides the technical environment for knowledge sharing.From the level of knowledge sharing, social networking sites provide a series of conditions for knowledge sharing.The individual is the main body of knowledge sharing on social networking sites, and other factors affect the knowledge sharing of social networks through individual factors.This paper analyzes the influence of individual motivation, ability and opportunity on the knowledge sharing of social networks from the perspective of individuals.Then the personality and quality of the individual are taken out to analyze the impact of the individual's original quality on knowledge sharing on social networking sites.Among them, motivation is divided into personal motivation and social motivation.Among them, individual motivation includes acquiring and improving the need and attitude towards one's own useful knowledge.Social motivation includes reciprocity, social identity and interpersonal relationships.Ability is divided into the ability to use tools and the ability to communicate.Personality, in turn, includes learning orientation and altruism.The empirical research on these aspects is helpful to a clearer understanding of the knowledge sharing of social networking sites and to the establishment of a knowledge sharing system.Through the theoretical analysis and empirical research on the knowledge sharing level of social networking sites from the individual level, it can provide good theoretical support for the practice of knowledge sharing in the future.Based on the general knowledge sharing, this paper adopts MOA theory model and integrates attribution theory to construct its own model of influencing factors of knowledge sharing in social networks.Based on the previous theories, the Moa (motivation-opportunity-ability) model is expanded reasonably.This paper summarizes and modifies the three variables used in the MOA theory to study the knowledge sharing of social networking sites, hoping to make it more helpful to the comrades who later study the knowledge sharing of social networking sites.The variables of the model can not be directly measured by data. 289 questionnaires were collected in the form of online questionnaires to measure these variables from the side.On the basis of the survey data, we use professional tools to make statistical analysis of these data, and then use SPSS software, using the principal component analysis method to verify the model, so as to form a strong demonstration.Empirical evidence shows that users of social networking sites are more concerned about whether they can be recognized, mutually beneficial, and whether they can get along well with each other, and whether they have a positive attitude towards sharing knowledge on the platform of social networking sites.On the basis of our predecessors, we added personality as a variable to the framework based on MOA theory. Finally, the result of our argument is that the weight of personality in this framework is 0.13, although the effect is not significant.But we can't ignore their existence, which means that we should pay attention to personality when we study the factors that affect knowledge sharing on social networking sites at the individual level, and when we study the indicators of variables,The two indexes of character and quality account for average.It will be helpful to scholars who later study knowledge sharing.This paper studies the knowledge sharing of social networking sites from the individual level, enriches the research scope of knowledge sharing, and further promotes the sharing of knowledge through social networking sites.The data collected in the study and analyzed will help social networking sites to better understand the behavior of users, thus providing support for social networking sites to develop more user-friendly products.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092

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