The Study On Users’ Continuous Knowledge Sharing Behavior In The Virtual Community

With the arrival of Web2.0 era, one new Q&A community -socialized Q&A community was springing up. However, socialized Q&A community is still in a initial stage, during development process of many socialized Q&A community in China, a lot of problems in the community could not get timely solved,such as users sharing interactive less, poor experience, low Shared intention, thus hinders the social question and answer community sustainable development. So far, however, scholars of Q & A community sustainable development research focuse on the study of probing users’ intention of the initial knowledge contribution and users’behavior research.Then, for some practical problems in social Q&A community, such as, user serious erosion and the shortage of knowledge sharing, the paper studied social Q&A community user’s driving mechanism of constant knowledge sharing behavior. Based on flow theory and emotion-cognitive theory, one emotional / affctive experience-driven model was built on community members continued to knowledge sharing. And the research explored the main issues as followings:(1)In Community members’ prior cognition of knowledge sharing, what factors positively influence a sense of flow experience and satisfaction; (2)How about the connection among three research variables, flow experience, satisfaction and continuous knowledge sharing behavior; (3)The research verifies that flow experience and satisfaction are the mediating role of prior cognition of knowledge sharing and continuous knowledge sharing as a positive emotional experience and affective experience factor.Furthermore, with research theory and the actual situation, the paper designed the questionnaire, forming a large sample surveys. Subsequently, sort and recycle the questionnaire to obtain 243 valid samples, using SPSS 20.0 and AMOS 17.0 software to analyze data, to verify the research model and assumptions. After data analysis, to summarize the conclusions of this study, and the results of empirical research shows that sustained knowledge sharing behavior of community members is a continuous process formed by the cognitive phase, emotional/affective experience phase, action behavior phase. Finally, realistic proposal and the shortcomings of the study and research prospects are put forward by the conclusions of this paper.The main contribution of this study: First, it enriched the research theory on socialized Q&A community user behavior; the "cognition - emotional / affective -experience behavior" framework can be introduced into the study of continued knowledge sharing in socialized Q&A community, and provides a reference for future study. Secondly, refer advice for the socialized Q&A communities’operations managers, with knowing of community users continue knowledge sharing based on emotional/affective experience-driven process, such as they can take some targeted incentives and innovative management to encourage users to attract users to stay in the community, and to attract and retain community members continue to participate in knowledge sharing and to guarantee the sustainable development of the community.