Research On Factors Influencing Knowledge-Sharing Of Virtual Communnity User

We are in the information, networking post-knowledge-based economy age. The role of the Internet in social and economic life is increasingly highlighted. Virtual community, which is based on information and network technology, has become an important way for sharing information and knowledge for people. People can communicate with each other, exchange and extract knowledge anytime and anywhere. It also makes knowledge sharing and simpler and easier. Thanks to its convenience, people are more willing to participate in virtual community activities, and the breadth and depth of knowledge sharing will be increased. Activities in interacting, and sharing can bring vitality to virtual community, and improve community identification. They take an important guarantee for the long-term development of virtual community. This thesis attempts to study on the knowledge sharing to figure out the influence factors and mechanism, so that it can offer some reference opinions to help virtual community to improve the level of community management services, to attract new subscribers, and to retain old customers.Firstly, Thesis analyses social capital theory and its development model, the definition classification, and characteristics of virtual community, participation motivation theory, knowledge sharing, knowledge innovation mechanism.In this thesis, based on previous studies, we establish the influence factors model of the virtual community users’from the participation motivation, and propose appropriate assumptions. We design questionnaire, then collected data, and do exploratory and confirmatory factor analysis, SEM analysis to the date to verify the assumptions, and validate the model. The model is basically supported. Positive results show that:(1) Reward affects leisure and entertainment motivation significantly; (2) The influence on community identification of six participation motivations is different. Knowledge acquisition, subjective norms, leisure and entertainment, have a positive influence on community identification.Self-presentation positively affects community identification weakly. While reward and social maintaining have no significant influence; (3) Analysis results of structural equation model show that:different participation motivations have different influence on knowledge sharing. The most positive influence is from self-presentation, then rewarding, leisure and entertainment next, then knowledge acquisition, the influence from these motivations is at close level. Social maintaining finally. But the influence from subjective norms is not significant; (4) Community identification significantly positively impacts knowledge sharing; (5) Knowledge sharing has significant and positive influence on self-actualization.