Research On Critical Factors Of Knowledge Sharing Intention Of Wechat Users’s Based On The Theory Of Planned Behavior

With the development and popularization of mobile social network technology and mobile devices, the Wechat work as a mobile instant messaging applications, becoming a typical representative of information communication and exchange, becoming more and more important for the user to use in a virtual community.In Friends Circle users can share the text comment, images, links to your friends.And its essence is to share knowledge and information in the a mobile virtual communities made by Wechat. There are important practical and theoretical significance researching on factors of knowledge sharing intention.From the perspective of creating a mobile virtual community of knowledge sharing environment, it is very important to know the actual situation of users sharing knowledge. However, the study about the Wechat and mobile virtual community of knowledge sharing is rare. This paper try to enrich the research in this field. Based on the basis of theory of planned behavior and the related literature on the use of Wechat.According to the actual situation, the introduction of a social network relationships, trust, image, helpfulness variable theory of planned behavior model, and strive to enhance the explanatory model of knowledge sharing intention.This paper builds Wechat users’knowledge sharing factors theoretical models and research methods survey, and carries out the study design and sample data recovery, with correlation analysis, structural equation modeling and other methods to validate the model and assumptions. The results demonstrate that trust, image, helpfulness positively impact on knowledge sharing attitude. Social networks have a significant impact on knowledge sharing. Subjective norms, the use of mobile devices based on self-efficacy, knowledge sharing attitudes have a significant impact on the sharing intention.Finally, according to the research result, for two perspects, this paper gives some advises as follow:improving the micro-channel collection and search functions; perfect circle of friends forwarding, reviews and other features; Strengthening trust mechanism to improve the knowledge management perspective.