A Study On Motivation Of Knowledge Sharing In Online Healthy Communities

Due to the rapid development of the Internet,the improvement of people’s living standards and the demand for medical resources,a large number of online healthy communities have been born.The online health community is a platform for users to obtain health information and knowledge,emotional communication,and social support.Its development cannot be separated from the user’s knowledge sharing.However,the users of the online health community mainly focus on knowledge acquisition,and the knowledge sharing situation is poor.The user’s willingness to share health knowledge is not strong,resulting in a waste of online health community resources,which may lead to the failure of the online health community operation.This paper studies the knowledge sharing behavior of online health community users,obtains the motivation to promote the knowledge sharing of online health community users,and puts forward the promotion strategy of online health community users’ knowledge sharing according to the influence motivation,so as to contribute to the sustainable and healthy development of online health community.This article is guided by rational behavior theory,combining personal motivation theory and social impact theory,and introduces knowledge self-efficacy,altruism,empathy,reputation,reciprocity,subjective norms,social identity,group norms,knowledge sharing willingness,and knowledge sharing behavior.Based on the theoretical basis and relevant literature at home and abroad,this paper puts forward nine hypotheses,and establishes an online healthy community user knowledge sharing motivation model Type.Through questionnaire design and data collection,a total of 311 valid questionnaires were recovered,and statistical analysis software SPSS and AMOS were used to perform sample descriptive statistical analysis,reliability and validity tests,and structural equation model tests to verify the validity of the hypotheses.Based on the above analysis,the following conclusions are drawn: Online health community knowledge self-efficacy has a positive impact on users’ knowledge sharing intentions;online health community altruism has a positive impact on users’ knowledge sharing intentions;online health community empathy has a positive effect on users’ knowledge sharing intentions;online health community reputation has a positive impact on user knowledge The willingness to share has a positive impact;the reciprocity of the online health community has a positive impact on the user’s willingness to share knowledge;the subjective norms of the online health community have a positive impact on the user ’s willingness to share knowledge;the online health community ’s social identity has a positive impact on the user ’s willingness to share knowledge;Group norms have a positive impact on users ’knowledge sharing intentions;online health community knowledge sharing intentions have a positive impact on users’ knowledge sharing behaviors.Based on the above conclusions,the empirical results are discussed,and strategies for improving user knowledge self-efficacy,creating a positive and harmonious knowledge sharing environment,establishing a sound incentive mechanism,and shaping a common vision of an online healthy community are proposed to promote the knowledge of online healthy communities Sharing behavior.