SNS Relational Capital, Knowledge Sharing And Continuous Relationship Between The User Wishes To Use

Social Networking Services (SNS) is designed to help people build an internet application services for social network, and is considered to be an important trend of the network of community development. However, with the growth of the overall netizens into a plateau, the incremental of SNS registered users was limited. Therefore, how to motivate the user’s continued use of Social Networking Sites naturally becomes the focus of public attention. To enhance user’s continued willingness, the most important thing is take the unique psychological needs and cultural background of Chinese users into account. SNS provides the integration tools for knowledge sharing, such as subject, object and the environment of technologies. The realization of knowledge sharing also means the improvement of user’s participation activity. This study researched how the realization of knowledge sharing in the domestic SNSs turn into continued willingness to use.In this paper, firstly, it has developed the conceptual model based on the existing literature research, which includes two parts:①investigated which features of SNS Guanxi capital significantly affect the knowledge sharing (knowledge contribution and knowledge sourcing);②analyzed how knowledge sharing affects user’s conrinued willingness to use, in order to verify the direct effect of knowledge sharing on user’s conrinued willingness to use, and the indirect effect through the mediator variable perceived usefulness and customer satisfaction. Secondly, on the basis of previous research, the author designed the research scales, which are revised after pilot study. Thirdly, this research used SPSS17.0and LISREL8.70for descriptive statistical analysis, reliability and validity analysis, structural equation model checking and mediating effect of regression analysis.The empirical results show that:①Social interaction and common language significantly affect knowledge contribution and knowledge sourcing. Trust has a significant positive effect on the knowledge contribution, but it’s not strongly on knowledge sourcing. On the contrary, identity has a significant positive effect on knowledge sourcing, but it’s not strongly on knowledge contribution.②Knowledge contribution doesn’t directly affect the continued willingness to use, but has a significantly indirect effect on the continued willingness to use through the mediate effect of user’s perceived usefulness and customer satisfaction. And the knowledge sourcing not only be able to significantly affect the user’s perceived usefulness and customer satisfaction, thus contributing to the continued willingness to use, but also can directly affect it. Finally, we elaborated the revelation from the perspectives of designers and users of SNSs, and put forward some proposals and suggestions for enhancing the competitiveness of the SNSs and promoting its sustained and healthy development in China.