Research Of Consumers Participating In Knowledge Sharing In Social Media

With the development of the Internet,social media is gradually into people's lives.It is a platform for people to take part in communication.In traditional,public just passively accept enterprise product or service,now the public with an active attitude through this platform to share kowledge with others.In the social media consumers for a variety of reasons with others share knowledge.It is very important to analysis the motivation of consumers participate in knowledge sharing,the impact of knowledge sharing behavior.Therefore,based on the perspective of consumers to take part in knowledge sharing in the social media,the paper want to find out the relation among key motivation,the behavior of sharing knowledge,consumer experience and brand equity.The paper hopes to enrich the theory of consumer particioation in knowledge sharing and provide management advice for enterprise.Firstly,the paper describes social media,consumer participation,knowledge sharing,and other related concepts,and analyzes the current state of knowledge sharing study,also introduced the theory of consumer experience and brand equity,for the follow-up study to lay a solid theoretical foundation.Secondly,on the basis of the existing theory,consumers participate in knowledge sharing is divided into consumer-consumer knowledge sharing and consumers-enterprise knowledge sharing.Based on the theory of motivation behavior,build the model of self-efficacy,enjoyment in helping others,expected rewards,reciprocal benefits,consumer-consumer knowledge sharing,consumers-enterprise knowledge sharing,value experience,service quality experience,product quality experience,brand awareness,brand recognition and brand loyalty.Thirdly,on the basis of the existing theory and construct model,questionnaire is designed,using professional questionnaire distributed web form questionnaire link,put the link on Millet community and MIUI community,using the statistical software Spss20.0 and Amos17.0 to analysis the data.According to empirical results,summarized motivational factors as self-efficacy,enjoyment in helping others,expected rewards,expected rewards,reciprocal benefits effect on consumer participation in knowledge-sharing in the social media,analysis the influence of knowledge sharing behavior on consumer experience and brand equity.The paper shows: in the social media,self-efficacy,enjoyment in helping others,expected rewards,reciprocal benefits have a positive impact on consumer-consumer knowledge sharing and consumers-enterprise knowledge sharing,consumer-consumer knowledge sharing and consumers-enterprise knowledge sharing have a positive on value experience,service quality experience,product quality experience,brand awareness,brand recognition and brand loyalty.According to empirical findings,the paper presents the relevant management enlightenment.