Research On The Influencing Factors Of Individual Knowledge Sharing In Relational Virtual Community

In the era of information technology,virtual communities are rapid developing with the development of information technology,and there is growing tendency that people share knowledge in the virtual community.In 2015 China social application user behavior research report,the network users in social software main keep touch with students,teachers,colleagues,friends and family members that in the real life,and in the community,the main behavior is the knowledge sharing,so the knowledge sharing in acquaintance community is a hot topic nowadays.Virtual community from birth to now experience "single dating function","various entertainment coexistence" and "on the basis of true friendship" three stages,and the last stage is the basis of relational virtual community.Relational virtual community as a representative of development of the virtual community is becoming a hot topic.Relational virtual communities build on the basis of the real relationships in real life,that is community members in real life recognize each other,and the knowledge sharing in the community is very important to the development of the community,so this paper mainly studies the factors that influencing the individual knowledge sharing in the relational virtual community.Due to the individual in the relational virtual community is to know each other,so they will obey the certain behavior of social exchange,since relational virtual community development cannot leave the same technical support,therefore,this article combined with social exchange theory and technology acceptance model research influence factors.The innovation of this article is leading the emotional trustestablished on the basis of the relationships in real life and perception entertainment into the study of knowledge sharing.This paper first explains the relevant theoriesandestablish theoretical model refer to the research findings of scholars,then send out questionnaires and analyze the collected datain order to verify the relationship between the variables.500 questionnaires had been sent out,and got 439 questionnaires,among them valid questionnaires is 359.Analyzing the collected data using SPSS22.0 do reliability and validity analysis,correlation and regression analysis.The results indicate:Knowledge sharing willingness have direct influence on knowledge sharing behavior,emotional trust,psychological reward,reciprocity,perceived ease of use,perceived usefulness and perceived entertainment have positive influence on knowledge sharing willingness and knowledge sharing behavior,and theinfluence degree is different,and knowledge sharing willingness plays a part mediating role between these six variables and knowledge sharing behavior;Cognitive trust has a positive influence on knowledge sharing behavior,but there is no influence on knowledge sharing willingness;Knowledge sharing cost is neither affecting knowledge sharing intention,nor affecting the knowledge sharing behavior.According to the conclusion,this paper puts forward the management advice,in order to help the relational virtual community develop better.Finally,according to the conclusion,tentative explanation been given and suggestion to management on this which hope can help the relational virtual community develope better.