A Study On Community-Driven Knowledge Services Users’ Knowledge Sharing Intention

The proliferation of network and Web 2.0 has clearly provide more forms about information exchange and information sharing. The network forms of user-generated content, user knowledge sharing on a scale never seen before. One of the most interesting forms is the community-driven question and answer(Q&A). In fact, community-driven knowledge services are facilitated with us, such as Yahoo! Answers, Naver Knowledge IN, Baidu Zhidao, Sousou Wenwen, those Q&A communities serve an important role in knowledge sharing, social interaction, and fulfill the need of users’ different interest and expertise. However, we should also know Q&A communities are not "we owe it, users can participate in and contribute to it". Users which share their knowledge and experience or not is depends on their attitude and intention of knowledge sharing. Based on the community-driven knowledge services users’ knowledge sharing intention, this article analyzes the determinants of users’ knowledge sharing intention in Q&A communities.Firstly, this paper introduces the research background and research significance. Then, based on the comprehensive review of existing domestic and foreign studies, the research target, research methods and the research problems and the research framework are introduced. In the theoretical foundation section, this article integrates the social exchange theory, social capital theory and social cognitive theory, then based on the analyses of previous studies,this dissertation sums up the factors that affect knowledge sharing intention and construct a model for investigating the motivations behind users’knowledge sharing intention in Q&A communities. The study holds the factors are social interaction ties, trust, identification, norm of reciprocity, shared language, shared vision, self efficacy and outcome expectation. By using statistic analysis technology SPSS 20.0 and structural equation modeling AMOS 20.0 and, this study empirically examines the determinants of users’ knowledge sharing intention, and this article test ten hypotheses on factors that influence users’ knowledge sharing intention with empirical data from a sample of 262 participants. The results show that:1) trust, identification, norm of reciprocity and self efficacy have a significant positive and direct effect on users’ knowledge sharing intention, especially self efficacy is the main determinants of users’ knowledge sharing intention, while identification is the least important factors on users’knowledge sharing intention; 2) trust has the most important affection to users’ identification, while self efficacy has the most important affection to users’ outcome expectation; 3) social interaction ties, shared language, shared vision and outcome expectation has insufficient effect on users’knowledge sharing intention.This study has some contributions, including:1) Based on the integration model of social exchange theory, social capital theory and social cognitive theory, this article constructs the theoretical model from the perspective of social environment and personal cognition in order to solve the problem of social cognitive theory’s insufficient explanation.2) This article gives some regular conclusions through empirically study and summarize:self efficacy has positive effect on outcome expectation and knowledge sharing intention; trust positively affect identification and knowledge sharing intention; norm of reciprocity and identification have a relevant relationship with knowledge sharing intention.3) This study gives some useful suggestions for continually developing successful and healthy Q&A communities.