A Study About Knowledge Sharing Behavior In Virtual Commodity

Social Q&A site Zhihu’s slogan is "share your knowledge with the world". It helps users get a better answer in the form of relationship community, which brings together the elite from all walks of life, whose answers are of high quality and credibility.Taking "Uses and Gratifications" theory as a starting point, this study mainly discusses knowledge sharing behavior of Zhihu community members, factors that affect the knowledge sharing behavior, satisfaction obtained by members in the process of knowledge sharing.The study found that the concept of use in the knowledge sharing behavior has changed, transforming from the use of media information to the use of medium itself and information in media. The interviewers’sharing behavior is influenced by their personal factors, people who are fond of teaching others, answer through the depth of consideration and set themselves at the right position are more likely to share their knowledge. When the users share their knowledge in Zhihu, they are motivated mainly by answering questions, atmosphere, obtaining knowledge, gaining recognition and making friends. Meanwhile their satisfaction comes from four aspects: increasing acquired knowledge, enhancing appealingness, getting access to potential opportunities and deepening self-awareness. Virtual community is not only the field of exchanging information and resources, but also a stage that can construct "alter ego".In the process, the information sharing behavior of interviewers has consciously constructed self-image, self-demand network identity.The study also found that the satisfaction experience has changed due to the change of users’ behavior. The satisfaction in Zhihu is not only from obtaining content from, but also from the media itself and social interaction gained in the process. "Uses and gratifications" theory in this virtual community has quietly changed in its form.