基于社会资本视角的社交网站知识分享影响因素研究

发布时间：2018-04-11 08:28

本文选题：社交网站 + 虚拟社区　；参考：《浙江大学》2012年硕士论文

【摘要】：社交网站(SNS)已成为当前社会化互联网应用的主流,并逐渐改变着人们交流和分享知识的方式。如今,社交网站的典型代表Facebook已经成为了全球最大的知识分享网站,用户之间的知识分享行为是推动社交网站迅速发展的重要因素,同时也是社交网站用户黏性的重要来源。与传统的虚拟社区相比,社交网站开放、互动、平等和社会化的特性,使其成为一种更加有效的知识分享平台。另一方面,社交网站为用户提供了社会化联系的平台,使用户在使用SNS的同时也能维护或扩展自己的社会资本,那么用户的社会资本是否会影响用户的知识分享意愿,如果有影响,其作用机理又是如何?目前此领域的实证研究非常有限。本文在国内社交网站情境下,从用户社会资本的角度出发,研究用户知识分享行为态度和主观规范的前因以及用户社会资本如何影响用户的知识分享意愿等核心问题。本文首先综述了社交网站和虚拟社区相关研究,并借鉴社会资本的观点,提出社交网站情境下用户社会资本的分类,然后在综述知识分享相关研究的基础上提出本文理论模型与假设以回答本文关注的问题。第一,探究了社交网站情境下,用户社会资本对知识分享行为态度和知识分享主观规范的影响。研究发现,用户社会资本的结构维度、关系维度和认知维度对知识分享行为态度和知识分享主观规范有着正向影响作用。第二,探索了社交网站情境下,知识分享行为态度和知识分享主观规范之间的关系以及二者对知识分享行为意愿的影响。研究发现主观规范正向影响行为态度,行为态度和主观规范正向影响知识分享行为意愿。第三,进一步的实证与理论分析,探究了用户社会资本如何影响用户的知识分享行为意愿。具体而言,研究发现结构维度主要通过行为态度影响知识分享行为意愿,关系维度主要通过影响知识分享主观规范影响行为意愿,而认知维度则同时通过影响行为态度和主观规范进而影响知识分享行为意愿。
[Abstract]:Social networking site (SNS) has become the mainstream of the current social Internet application, and gradually changing the way people exchange and share knowledge.Today, Facebook, the typical social networking site, has become the world's largest knowledge-sharing site. The knowledge sharing behavior among users is an important factor in the rapid development of social networking sites, but also an important source of user stickiness.Compared with traditional virtual communities, social networking sites are open, interactive, equal and socialized, making them a more effective platform for knowledge sharing.On the other hand, social networking sites provide a platform for users to socialize, so that they can maintain or expand their social capital while using SNS, so whether the social capital of users will affect their willingness to share knowledge.If so, what is the mechanism of its action?At present, the empirical research in this field is very limited.Based on the social capital of users, this paper studies the antecedents of users' knowledge sharing behavior attitude and subjective norms, and how the users' social capital affects the users' willingness to share knowledge in the context of domestic social networks.This paper first summarizes the relevant research on social networking sites and virtual communities, and proposes the classification of social capital of users in the context of social networks, using the viewpoint of social capital for reference.Then, on the basis of summarizing the related research of knowledge sharing, the theoretical model and hypothesis are put forward to answer the questions concerned in this paper.First, it explores the influence of social capital on the behavior attitude and subjective norms of knowledge sharing in the context of social network.It is found that the structural dimension, relational dimension and cognitive dimension of user social capital have positive effects on knowledge sharing behavior attitude and subjective norms of knowledge sharing.Secondly, the relationship between knowledge sharing behavior attitude and knowledge sharing subjective norms and their influence on knowledge sharing behavior will is explored in the context of social network.It is found that subjective norms positively influence behavior attitude, behavior attitude and subjective norm positively affect knowledge sharing behavior willingness.Thirdly, further empirical and theoretical analysis is carried out to explore how social capital affects users' willingness to share knowledge.Specifically, the study found that the structural dimension mainly affects the willingness of knowledge sharing behavior through the behavior attitude, and the relationship dimension mainly affects the behavior intention through the influence of the subjective norms of knowledge sharing.The cognitive dimension influences the willingness of knowledge sharing behavior by influencing both behavior attitude and subjective norms at the same time.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F224

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