Research On The Influencing Factors On Users' Knowledge Sharing Intention Of Social Q&a Platforms

With the development of new media technology,knowledge has been disseminated across regions through Internet.The social Q&A platforms have developed with the main purpose of sharing knowledge.As the platforms operated on the mode of user-generated content,users' intention to share knowledge plays a key role on their development.At present,the users' participation rate is not high,and the number of active users gradually decreases.It is urgent to explore what factors affect the knowledge sharing intention.First of all,this thesis deeply discussed the composition and characteristics of the social Q&A platforms,and sorted out the connotation of social cognitive theory,social exchange theory and the theory of planned behavior.Secondly,based on the existing research results,the thesis was guided by the theory of planned behavior,social exchange theory and social cognitive theory to establish the model of factors influencing knowledge sharing intention.The thesis introduced reputation,enjoyment in helping others and reciprocity as the pre-variables of knowledge sharing attitude and integrated trust in the model.The thesis put forward research hypotheses and developed the measurement items of variables used to social Q&A platforms.Finally,data was collected from the questionnaire and the research objects are Zhihu users.The descriptive statistical analysis of the data was carried out by SPSS19.0,and the reliability and validity of the scale were tested by SmartPLS2.0.Then,SmartPLS2.0 was used to establish the structural equation model to test whether the hypothesis is valid.The results show that the theory of planned behavior can explain users' knowledge sharing intention well.Enjoyment in helping others and reciprocity are positive to attitude toward knowledge sharing.However,reputation's influence on it is not significant.Trust has a significant positive impact on the knowledge sharing intention.The attitude toward knowledge sharing plays a mediating role in the influence of enjoyment in helping others and reciprocity on the knowledge sharing intention respectively.According to the empirical research results,some feasible suggestions were put forward,which hopes to provide some reference value for operators and managers.