Research On The Influencing Factors Of Knowledge Sharing Behavior Of College Students' Virtual Community

In the information age,the continuous development of Internet technology,people's cognitive surplus further promotes the sharing and sharing of knowledge information,and the online virtual community aggregates surplus value into a large number of public social resources through knowledge sharing.A “Social + e-commerce shopping” community represented by the Xiaohongshu community is developing hotly,and college students are one of the most active members in this community.Their knowledge sharing behavior in the community has a bearing on the sustainable development of the community Significance.Therefore,he theoretical basis of this research is planned behavior theory and social exchange theory,and comprehensively uses questionnaire survey methods and statistical analysis methods,taking Xiaohongshu community as an example to investigate the knowledge sharing behavior of college students in online virtual communities.Explore the influencing factors of knowledge sharing.It is expected that the research on the influencing factors of knowledge sharing behaviors of college students in online virtual communities will test the applicability of related theories and provide a scientific basis for related virtual communities to promote knowledge sharing.This research was designed and distributed through questionnaires.A total of 468 valid questionnaires were collected,and SPSS 25.0 was used to analyze and study the hypotheses,and finally got the following conclusions:(1)In the Xiaohongshu community,many college student members are in-depth use members.From the average length of stay,frequency of use,frequency of publishing notes,and content of notes,it can be seen that college students have positive knowledge sharing behavior in the Xiaohongshu community.(2)The theory of planned behavior and social exchange theory has a relatively strong explanatory power for the knowledge sharing behavior of college students in the Xiaohongshu community.(3)The knowledge sharing willingness of college students in the online virtual community has a significant impact on their knowledge sharing behavior.Knowledge sharing behavior = knowledge sharing willingness * 0.787.(4)Trust,reciprocity,expectation of results,subjective norms,and self-efficacy have a more significant positive impact on the willingness to share knowledge.Willingness to share knowledge = trust * 0.288 + reciprocity * 0.141 + subjective norms * 0.286 + expected results * 0.118 + self Efficiency * 0.134.(5)There are differences in knowledge sharing behavior and willingness to share knowledge between gender and birthplace.According to the research results,this study attempts to make suggestions for the better development of virtual communities from two aspects.Relevant operator level: Establish a good and trustworthy community environment and increase the trust of members;strengthen the norm of reciprocity among members to become a natural rule;improve the reward mechanism to enhance the expectations of members' results;encourage members to actively share and improve subjective norms;Superior resources to improve members' self-efficacy.University level: increase awareness of sharing,awareness of reciprocity;increase self-efficacy;improve discrimination,and release real and effective information and knowledge.