Research On Knowledge Sharing And It's Influencing Factors In SNS Virtual Community

Social Network Service (SNS) emphasis on establishing interpersonal relationships and interpersonal interaction, from the perspective of knowledge sharing, SNS provides integrated tools for knowledge sharing, and includes subject and object elements in all knowledge sharing, thus providing the environment for knowledge sharing; from the perspective of factors influencing knowledge sharing, factors such as knowledge characteristics, individual characteristics, organizational characteristics and technical characteristics affect the effectiveness of knowledge sharing. Under the current research status, the research of knowledge characteristic and individual characteristic factors of SNS virtual community is very important to organization using SNS to knowledge management; among factors above, individual characteristic is basic, because any all knowledge sharing behavior is decided by the willingness of individual knowledge sharing, and other factors play a facilitating role. The motivation and intention of individual knowledge sharing can be divided into internal motivation and external motivation, empirical research to various factors influencing individual knowledge sharing motivation and willingness could help to understand individual knowledge sharing behavior clearly, so prompting the establishment of knowledge sharing mechanism based on individual knowledge sharing behavior. Thus, this study try to establish SNS virtual community knowledge sharing theory system, discuss the knowledge sharing environment, process and implementations of SNS virtual community; and this dissertation focus on theoretical analysis and empirical research influencing knowledge sharing from individual level, so provides reference for SNS virtual community knowledge sharing practice.This dissertation studies knowledge sharing within the framework of SNS virtual community, analyzes knowledge sharing technological environment provided by SNS, discusses the principle of knowledge sharing in SNS vitural community including the charicteristics of knowledge dissemination, knowledge sharing subjects and knowledge types, then establishes the knowledge sharing model based on SNS combining with SECI. Moreover, proposes the implementations of enterprise's SNS virtual community to help enterprises or other organizations to use SNS virtual community to realize knowledge sharing.To explore factors which affect SNS virtual community knowledge sharing behavior, this dissertation conducts empirical study in two different contexts of knowledge sharing:knowledge contribution and knowledge seeking. Based on MOA, this dissertation integrates the habitual domain theory and forms preliminary model; then based on the analyses of previous studies, this dissertation sums up the factors that affect knowledge contribution motivation and knowledge seeking motivation, and make image, enjoy helping, reciprocity, social relationship, rewords as variables that affect knowledge contribution motivation, make perceive usefulness, knowledge growth, social relationship, rewords as variables that affect knowledge seeking motivation; explores the relationships between knowledge sharing attitudes and knowledge sharing motivation, and the relationships between SNS virtual community satisfactions in content and function and the attitude of knowledge sharing.During the study, we make reference to a number of existing scale, and do appropriate changes, then form "SNS virtual community knowledge sharing behavior questionnaire", in the form of a network survey method to collect data, and snow-balling method, finally we get 429 valid questionnaires. Based on surveying data, first use SPSS software to do description statistical analysis, reliability, validity analysis, inspect reliability and validity of scale; then use Lisrel 8.7 software, using structural modeling method to test assumptions and models.The empirical results show that in the model of knowledge contribution factors, knowledge contribution motivation, ability, opportunity have significant effect to knowledge contribution, but the effect of habit is not significant. Moreover, empirical results also prove that in the situations of knowledge contribution, using MOA theory framework to study knowledge contribution is appropriate. In the model of knowledge seeking factors, habit is not significant to knowledge seeking either, knowledge seeking ability is not significant to path coefficient of knowledge seeking behavior, however, knowledge seeking motivation and opportunity have a significant effect on knowledge seeking behavior, these results suggest that knowledge seeking motivation and knowledge seeking opportunity can drive the generation of knowledge seeking behavior. Comparison of the two models also show that the factors the affect the two kinds of behavior are different in two different contexts:knowledge contribution and knowledge seeking.In the knowledge contribution influencing factors model and knowledge seeking influencing factors model, attitude's influence to knowledge contribution motivation and knowledge seeking motivation is significant. Satisfaction has significant effect on the attitude of SNS virtual community knowledge sharing, so factors such as function, content, convenience, ease of use of SNS virtual community are very important.In the influencing knowledge contribution motivation model, enjoy helping is not significantly affected to knowledge contribution, which is not consistent to most scholars previously. In addition, reward is not significant to both knowledge contribution motivation and knowledge seeking motivation, this indicates that many people engage in knowledge contribution and knowledge seeking is not to obtain external rewards, but on the needs and expectations of image upgrade, reciprocity, social relations and knowledge growth and other. Perception usefulness is also proved not significant to knowledge seeking motivation, probably due to SNS is currently not widely used within the organization. The results of this study has theoretical implications and practical inspiration.This dissertation studies the bases and influencing factors of SNS virtual community knowledge sharing, which will further enrich the research of theory of knowledge sharing behavior; Secondly, the final results of this study is the expansion and deepening of organization knowledge sharing theory, at the same time, form the theoretical base that organization use SNS to realize knowledge sharing, conducting effective knowledge management; Collected data during the study and the analysis to data are useful to provide social network service webs, enterprises SNS technology providers and all kinds of organizations to understand user behavior, while have great reference for product design, service delivery and decision-making.