Research On Influencing Factors Of Knowledge Sharing Behavior In Virtual Community

Today is an era of information and knowledge economy. The role of the Internet in social and economic life is increasingly highlighted.Virtual community,which is based on information and network technology,has become an important way for sharing information and knowledge in modern society and organize.For the study of virtual community,domestic experts and scholars have drawn a lot of practical conclusions through theoretical analysis and empirical analysis, but due to the different research perspectives and research purposes, every study has its own theoretical foothold, it fails to consider the existence of other theories comprehensively.Based on this, our study is based on knowledge sharing situation of China’s virtual community members.We find common theories and then build knowledge sharing model of Virtual community.To explain why people are willing to share knowledge in the virtual community platform with others from the overall framework.The study is to analyze related theory in virtual community and define it.Through the literature inquiry, we find out the important factors which affect the virtual community knowledge sharing,including relationships, trust, mutual benefit, reward and self-efficacy.Then build the factor model of it,put forward the research hypothesis and reference the existing inventory and send it in the form of questionnaire to the respondents.As for collected data,we use SPSS17.0statistical software for descriptive statistics analysis, correlation analysis and regression analysis to verify the model and assumptions.The results of this thesis indicates this:the better the relationship virtual community members have, the much more tendency for sharing knowledge;The higher degree virtual community members trust each other, the much more tendency for sharing knowledge; The stronger the reciprocity between virtual community members, the much more tendency for sharing knowledge; the more material and spirit rewards Virtual community members get, the much more tendency for sharing knowledge; the higher level of confidence to complete a job Virtual community members have, the much tendency for sharing knowledge.In this paper,through the analysis and explanation of the collected data,research in the influencing factors of VC knowledge sharing behavior, to further improve the theoretical basis of the knowledge sharing behavior research, for knowledge sharing, knowledge receiver, virtual community managers and business operators and managers, have certain reference value in mastering the virtual community running mechanism, obstacles of knowledge sharing and how to overcome these obstacles to better promote the knowledge sharing.