Research On The Measure Method For Virtual Community Knowledge Sharing Trust

With the rapid development of Internet and electronic business, as the emerging of the Internet application, virtual community is growing its role in the enterprise management and enterprise development. The enterprises transfer information, sale products and promote the enterprise image to increase enterprises’ sales channels, improve customers’ loyalty and enhance corporate image. Trust issue is an important problem of the virtual community knowledge sharing, and also an important factor to improve the quality of virtual community knowledge sharing. What is more, trust issue is an important condition for virtual community knowledge sharing to play its role in Internet. Therefore, the study of virtual community knowledge sharing trust has the vital significance.The paper regards the virtual community knowledge sharing as the breakthrough point, studies the related literature at home and abroad, finds that the current research focuses on virtual community knowledge sharing in virtual community knowledge sharing behavior, the role of the virtual community knowledge sharing, the construction of virtual community knowledge sharing model and the influence factors of virtual community knowledge sharing and so on. Paper studies virtual community knowledge sharing trust thorough. The current analysis of the current research of virtual community knowledge sharing trust mainly includes the influence factors of knowledge sharing trust of virtual community, trust model and trust among subjects from several agents, trust measure research of virtual community knowledge sharing is still slightly insufficient, need to be further in-depth study.Paper studies the factors of virtual community knowledge sharing trust and chooses the measure indexes from the community, publishers, knowledge content and knowledge sharing experience. Then through the way of questionnaire and analytic hierarchy process (AHP) for the selection of indicators and empowerment, ultimately determines the trust measure index system of virtual community knowledge sharing trust. The paper divides virtual community knowledge sharing trust measure into direct trust and recommendation trust. In the measure of direct trust, the paper considers subjectivity and uncertainty of the virtual community knowledge sharing trust measure, chooses the fuzzy comprehensive evaluation method to evaluate the trust degree of the community, publishers and knowledge content, and then constructs an evaluation model including the time and the importance of knowledge experience, get the trust degree of knowledge sharing experience, finally, combined with the index weight, get the trust degree of virtual community knowledge sharing direct trust. In the measure of recommendation trust, the paper compares lots of trust measurement method and chose D-S evidence theory to combine the evidence from5virtual communities’members having extensive experience, get virtual community knowledge sharing recommendation trust degree. In the end, the paper based on the direct trust and recommendation trust, and in possession of the weights in the trust measure, the virtual community knowledge sharing trust measure results. An example proves that, the virtual community knowledge sharing trust measure model the thesis constructed can trust for scientific, accurate measurement, and calculation process is clear and simple, the measure result is natural language, which facilitate subsequent analysis and understanding.According to the results, the paper gives some reasonable proposal for virtual communities, the publisher and the demanders of knowledge, which further enhance trust of virtual community knowledge sharing, and then make the virtual community knowledge sharing play a bigger role.