Research On The Influencing Factors Of Virtual Community Members’ Intention Of No Longer Sharing Knowledge

Knowledge-sharing behavior is the basis of virtual community’s existence and development. The virtual community not only needs to encourage more members to participate in knowledge sharing, but also needs to prevent existing knowledge sharers quitting sharing knowledge which is also meaningful.Reviewing the literatures of virtual communities, knowledge sharing and virtual communities’knowledge-sharing, this paper proposed the hypothesis. In this study, knowledge-sharing expectation gap is made up of knowledge quality expectation gap, self-worth expectation gap and social interaction expectation gap; meanwhile, low perception of fairness is divided into low fairness of the result, low fairness of the process and low fairness of the interaction. Based on the above analysis, this paper built a theoretical model, which includes knowledge-sharing expectation gap, low perception of fairness, negative attitude and quit intention. In accordance with the relevant theories and combining with the actual situation of the research, the paper designed the questionnaire and forming a large sample surveys. Subsequently, the questionnaires were recycled and collated. Using the SPSS17.0and AMOS18.0, the paper verified research model and hypotheses. At last, the conclusions were summarized, and some proposals were put forward. At the same time, the paper also listed the limitations of the research and the prospects.According to the theoretical analysis and the questionnaire of239samples of individual having the experiences of virtual community’s knowledge-sharing, using structural equation modeling analysis, the study shows that each dimension of virtual community members’ knowledge-sharing expectation gap has significant positive impact on the quit intention with different degrees and modes, where negative attitude plays a partial mediating role in the relationship between self-worth expectation gap and quit intention and a fully mediating role in the relationship between social interaction expectation gap and quit intention; In addition, each dimension of low perception of fairness has direct or indirect significant positive impact on the quit intention, where negative attitude plays a partial mediating role in the relationship between low fairness of the result and quit intention and a fully mediating role in the relationship between low fairness of the process, low fairness of the interaction and quit intention; Sense of community plays a significant moderating role in the relationship between low fairness of the result, low fairness of the process, low fairness of the interaction and negative attitude.This paper mainly has two possible innovations. Firstly, the innovation on the study object, most of the previous literatrures focused on the participation, while the research on the withdrawing behavior of virtual communities’knowledge-sharing was few. In this context, this paper empirically analysis the influencing factors of virtual community members’intention of no longer sharing knowledge. Then this paper can further enrich the theories of the virtual community’s knowledge-sharing. Secondly, this paper discusses the degrees of strength on the way that the independent variable’s various dimensions cause the dependent variable. The previous studies had confirmed that knowledge quality, self-worth and social interaction were related to the knowledge-sharing behavior. However, among the community’s members expectations gap on the three aspects, it was still unclear that which one was more prone to cause negative attitude and quit intention. Similarly, among the three dimensions of the low perceived fairness, it was also unclear that which one was more prone to cause negative attitude and quit intention, so the two points are analyzed in this paper.