Influence Of Social Capital On Wechat Group Users' Knowledge Sharing Willingness

The development of mobile internet technology has provided people with a richer access to knowledge,and has also made knowledge sharing and dissemination more extensive and efficient.Social media,represented by WeChat,provides a good platfonn for people to access and share knowledge anytime and anywhere.WeChat has become part of the daily lives of people.Knowledge is transmitted by WeChat friends circle,WeChat group,WeChat official accounts and other ways to users through various channels such as text,voice,pictures,videos and so on to quickly realize the diffusion of knowledge.WeChat group has become the most active community for people to socialize in mobile online network.The study of users'willingness to share knowledge in different WeChat groups from the perspective of social capital is an important issue that deserves to be explored in depth and has extensive implications.Based on social capital theory,this paper divides the WeChat group into three types:bonding group,maintained group and bridging group.It explores the influence of social capital in three dimensions of structure,relationship and cognition on the users' willingness to share knowledge in three types of WeChat groups and their differences.WarpPLS is used to validate the model with 244 valid samples obtained from the questionnaire.This study was developed in accordance with the following structure.The first part expounds the research background,the significance,content,methods and the innovation of the research;The second part is a literature review and definition of WeChat group;the third part introduces the research model and research hypothesis;the fourth part introduces the research design;the fifth part carries on the data analysis;The sixth part discusses the results,expounds the theoretical and practical significance of the research,and points out the limitations of the research.The research results show that identity and common language positively influence the user's willingness to share knowledge in bonding WeChat group;network intimacy,identity,common language,and shared vision positively affect the user's willingness to share knowledge in maintained WeChat groups;network connectivity,network intimacy,trust,identity,reciprocity,and common language positively affect the user's willingness to share knowledge in bridging WeChat groups.This study expands the related research on knowledge sharing in WeChat platform,and provides a reference for WeChat group operators to motivate the knowledge sharing willingness of group members,and is instructive for improving users'willingness to share knowledge in mobile online communities based on user-generated content.