The Empirical Research On The Influential Factors Of Individual Knowledge Contributing Willingness In Academic Virtual Communities

With the popularity of the Internet and the further development of social media, the role of academic virtual communities is increasingly highlighted in the academic communication and knowledge sharing(KS). The academic web space can brings us a lot of conveniences including immediacy?freedom and flexible for academic interacting, meanwhile, the appearing of the problem of low contributing willingness and low knowledge quality which exists in it has also caused the concerns of the academics.At present, the majority of the studies at home and abroad are starting from the view of “knowledge sharing” and “users’ behavior”, but rarely divides the willingness of KS into “knowledge contribution ” and “knowledge collection”, and also rarely starting from the angel of “willingness” which directly determines the behavior. But from the perspective of the long-term development of the community, the community level promotion and the enrichment of the community content has a direct related to the constantly knowledge contribution from community members, furthermore, this is also the key to guarantee the healthy and continuous development of community. So the research on the knowledge contribution willingness of academic virtual community members has very importantly theoretical and practical significance.After reviewing the relative theory, this paper construct a model about the knowledge contribution willingness of academic virtual community members from two dimension which include user’ own factors and the factors of users interact with environment, this model based on TPB and TAM, and on this basis to join two external factors include trust atmosphere and incentive. The investigation object of this study are the common users of domestic well-known academic virtual community, Including teachers and students in colleges and the online users of the communities. Data collected via questionnaire of 208 were validated by using SPSS16.0 software, and then hypothesis was further verified by using LISREL8.70 software. Eventually reached the following conclusions:(1) Among the user’s factors, knowledge contribution attitude(AT) and perceived behavioral control(PBC) all have a significant positive effect on knowledge contribution willingness, while subjective norm(SN) has no significant effect on knowledge contribution willingness.(2) Among the factors of users interact with environment, perceived usefulness(PU) and perceived ease of use(PE) all have a indirect significant positive effect on knowledge contribution willingness through the attitude, among this, perceived usefulness(PU) has a positive promote to perceived ease of use(PE), trust atmosphere(TA) and incentive(IN) have a significant positive effect on knowledge contribution willingness.(3)Among the six effect factors, in the point of the total effect, we have a order from most important to least: perceived behavioral control, trust atmosphere, incentive, attitude, perceived ease of use,perceived usefulness.Based on these conclusions, the study has put forward some reference suggestions for the community manager according to the characteristics of knowledge exchanging in academic virtual communities, hoping to settle a good theoretical and practical basis for the future development of domestic academic virtual communities, and finally prospecting the following research.