关系型虚拟社区个体知识共享行为影响因素研究

发布时间：2018-07-25 08:55

【摘要】：在信息技术时代,虚拟社区随着信息技术的发展而快速发展着,而人们也越来越倾向在虚拟社区进行知识共享。在2016年中国社交应用用户行为研究报告中,网络用户在社交软件上的主要联系人是现实生活中的同学、朋友、同事、老师和亲人,而在社区中的主要行为是知识共享,说明在熟人社区中进行知识共享是时下的热点。虚拟社区从诞生到现在经历“单一交友功能”、“多元娱乐化并存”和“以真实朋友关系为基础”三个阶段,而最后一个阶段即是关系型虚拟社区的基础。关系型虚拟社区作为虚拟社区发展的代表,正成为人们关注的热点。关系型虚拟社区以现实生活中的真实人际关系为基础建立,即社区中的成员在现实生活中彼此间是认识的,而社区中的知识共享对社区的发展至关重要,因此本文主要研究影响关系型虚拟社区个体知识共享的因素。由于在关系型虚拟社区中的个体彼此间是相互认识的,因此他们的行为会服从社会交换中的某些行为,又由于关系型虚拟社区得到发展同样离不开技术的支持,因此本文结合社会交换理论和技术接受模型研究影响因素。本文的创新之处在于把社区成员以现实生活中的关系为基础建立的关系信任和感知娱乐性引入到知识共享研究中。本文先对有关理论进行了阐述,结合有关学者的研究成果建立研究模型,然后对通过问卷反馈的数据进行分析。本文一共发放500份问卷,回收439份,有效问卷为359份,并对收集的数据采用SPSS22.0进行信效度分析、相关分析和回归分析。本文的研究结果表明:知识共享意愿对知识共享行为有直接影响,关系信任、心理奖赏、互惠、感知易用性、感知有用性和感知娱乐性对知识共享意愿和知识共享行为都有正向影响,并且知识共享意愿在这六个变量和知识共享行为间起着部分中介作用;认知信任对知识共享行为存在着正向影响,对知识共享意愿的影响没有体现出来;知识共享成本既不影响知识共享意愿,也不影响知识共享行为,预期的假设没有得到支持。最后,本文根据得到的结论,给出尝试性解释,并以此提出管理建议,以期可以帮助关系型虚拟社区更好地发展。
[Abstract]:In the age of information technology, virtual community is developing rapidly with the development of information technology, and people are more and more inclined to share knowledge in virtual community. In the 2016 China Social networking user behavior Research report, the main contacts for online users on social software are real-life classmates, friends, colleagues, teachers and relatives, while the main behaviors in the community are knowledge sharing. It shows that knowledge sharing in acquaintance communities is a hot spot. From its birth to now, virtual community has experienced three stages: "single making friends function", "multiple entertainment coexistence" and "based on real friend relationship", and the last stage is the foundation of relational virtual community. As a representative of virtual community development, relational virtual community is becoming the focus of attention. The relational virtual community is based on the real interpersonal relationship in real life, that is, the members of the community know each other in the real life, and the knowledge sharing in the community is very important to the development of the community. Therefore, this paper mainly studies the factors that affect individual knowledge sharing in relational virtual communities. Because the individuals in the relational virtual community know each other, their behavior will be subject to certain behaviors from the social exchange, and because the relational virtual community can not be developed without the support of technology, Therefore, this paper combines social exchange theory and technology acceptance model to study the influencing factors. The innovation of this paper is to introduce the relationship trust and perceived entertainment established by community members based on the relationship in real life into the study of knowledge sharing. In this paper, the related theories are expounded, and the research model is established in combination with the research results of the scholars concerned, and then the data feedback through the questionnaire is analyzed. In this paper, 500 questionnaires were distributed, 439 were returned, and 359 valid questionnaires were collected. The data collected were analyzed by SPSS22.0, correlation analysis and regression analysis. The results of this study show that the willingness to share knowledge has a direct impact on the behavior of knowledge sharing, relationship trust, psychological reward, reciprocity, perceived ease of use, Perceived usefulness and entertainment have positive effects on both knowledge sharing intention and knowledge sharing behavior, and knowledge sharing willingness plays a part of intermediary role between these six variables and knowledge sharing behavior. Cognitive trust has a positive effect on the knowledge sharing behavior, but the effect on the knowledge sharing willingness is not reflected. The knowledge sharing cost neither affects the knowledge sharing willingness nor the knowledge sharing behavior, and the expected assumption is not supported. Finally, according to the conclusions obtained, this paper gives a tentative explanation and puts forward some management suggestions in order to help the relationship virtual community develop better.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G203;G302

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