Research On Network Virtual Community's Knowledge Sharing Incentive Mechanism

In the Internet economy environment, network virtual community has become an important channel of people's daily share and knowledge acquisition, which effectively promotes the rapid flow and accumulation of social knowledge capital. However, network virtual community has different degree of information asymmetry and positive externality in different stages, so predicaments of knowledge sharing are also different. Therefore, from the perspective of community manager, how to explore the means of motivating community members to share knowledge based on stage features and further optimize the effect of knowledge sharing is a highly realistic significance research.First of all, based on social exchange theory, investigates the important impacts that two exchange supports-organizational climate and organizational incentive have on knowledge sharing and analyzes what incentive means virtual communities should take in different stages. Results indicate that in the aspect of organizational climate, norm of reciprocity, ease of use have significant positive influences on knowledge sharing intention, while community identification does not significantly influence knowledge sharing intention; in the aspect of incentive mechanism, both material incentive and spirit incentive have significant positive influences on knowledge sharing intention. Virtual communities should adopt material and spirit incentive respectively in initial and mature stages. Second, uses ideal condition of virtual community's knowledge sharing as baseline of the research, establishes knowledge sharing game model combing with stage features, clarifies the main causes of virtual community's knowledge sharing obstacles in different stages. For the causes, builds the model of information screening mechanism and selective incentive mechanism, explores the optimal institutional arrangements to promote community members' knowledge sharing effectively. Results indicate that virtual community should adopt information screening incentive with material reward, selective incentive with spirit incentive respectively at initial and mature stage, which can effectively break knowledge sharing predicaments.In brief, based on community manager, from the perspective of social exchange, explores the mechanisms that organizational climate and organizational incentive have on knowledge sharing, analyzes what incentive means that virtual communities should take in different stages. Furthermore, from virtual communities'knowledge sharing plight in different stages, establishes a set of stage focused incentive mechanisms to provide the theory basis for optimization of virtual communities' knowledge sharing.