Research On Knowledge Sharing Of SNS Virtual Community Based "Use And Satisfaction"

With the rapid development of Web2.0, SNS network is rapidly becoming one of the most popular uses, and has been extended to the field of knowledge sharing. This paper, on the basis of the "uses and gratifications" theory, taking the group in Douban as example, has researched the individual knowledge sharing behavior in SNS virtual community and found that compared to the traditional virtual community, in SNS virtual community, the "use" concept has changed, not only in knowledge sharing content, type, process and concrete ways, but also in the relationship between the user and media and its content; the user is not only a media's information users, it is more the media's own users.The change of the "Use" makes the "uses and gratifications" in knowledge-sharing behavior has been changed. Individual's knowledge sharing in the SNS virtual community has been affected by three aspects:individuals, knowledge and environment. Personal factors include personal motivation, personal characteristics and demographic characteristics. It's found that seeking new knowledge, pursuing interests, leisure and entertainment, relations development, cost-benefit, helping others, self-identification are the main Personal factors. The personal characteristics include a tendency to share information, trust propensity and self-efficacy, which have a positive impact on knowledge sharing. From the knowledge factors, the knowledge type, difficulty degree, quality, and perceived value of knowledge have related to the knowledge sharing behavior. The environmental factors are divided into technical factors, community factors and the influence from others. Technical factors include the media in recent use, perceived usefulness and perceived ease of use. Community factors include the virtual community size, type, stage of development, community rules, line activities, privacy, and security and so on. Also, the knowledge recipient's level of personal factors and responses affect the attitudes and behavior of knowledge contributors.This paper has discussed the effect of the "uses and gratifications" and found even the Douban Knowledge sharing behavior, with the strong motivation, they have function behavior tendency, which makes members have been a medium dependence on the Douban.