An Empirical Study On The Influencing Factors Of User Knowledge Sharing In Virtual Community From Multiple Perspectives

After more than 30 years of development,the application of virtual communities has become more diverse,user relationships have become more diverse,and participation behavior has become more diverse.However,the definition of “virtual space constituted by the network” has not changed,and the value of the existence and continuation of the virtual community depends on the characteristics of user knowledge sharing.The common challenge faced by virtual communities is insufficient knowledge sharing among users.The fundamental reason is that users lack the willingness to share knowledge and even lack the desire to continue knowledge sharing.Many users are unwilling to take the initiative to share knowledge.Even if they participate in knowledge sharing,it does not mean that they will Continuous knowledge sharing.Based on the analysis of the research status of user knowledge sharing in the virtual community,a research idea of “user knowledge sharing?user continuous knowledge sharing?quality of shared knowledge” was formed,and attempts were made from four perspectives of S-O-R,co-dependence,social exchange and social capital.Empirical research on the influencing factors of knowledge sharing among virtual community users.First,an empirical study on factors influencing knowledge sharing of users in virtual communities from the perspective of S-O-R.From the perspective of S-O-R to discuss the influencing factors of user knowledge sharing,the study found that the entertainment,interactivity and word-of-mouth of virtual community marketing can promote the formation and improvement of user community identity,thereby enhancing community trust and knowledge sharing willingness;Interactivity and online word-of-mouth can allow users to have higher community trust,which will enhance users' knowledge sharing and purchase intentions.Second,an empirical study on the influencing factors of virtual community users' continuous knowledge sharing from the perspective of co-dependence.Introducing the co-dependence theory in psychology,the impact of co-dependence on users' willingness to share knowledge is discussed.The study found that co-dependency can more intuitively explain the relationship between users,and has a significant positive impact on user loyalty and willingness to continue knowledge sharing.User loyalty partly mediates the effect of co-dependency on continued knowledge sharing willingness.Third,an empirical study on factors influencing the continuous knowledge sharing of virtualcommunity users from the perspective of social exchange.Build a dual model of benefits and constraints,study the impact of the two-oriented rapid relationship on users' continuous knowledge sharing,and explore the impact of trust and norms on rapid relationship establishment.The study found that both the benefit-oriented fast relationship and the constraint-oriented fast relationship have a significant positive impact on the willingness to continue knowledge sharing.Community trust and community norms can promote the establishment of a benefit-oriented and constraint-oriented fast relationship.Fourth,An empirical study on the factors influencing the quality of knowledge shared by users in virtual communities from the perspective of social capital.Construct a model of influencing factors of user shared knowledge quality,and explore the relationship between various dimensions in social capital and how it affects community users' knowledge of knowledge quality.The study found that both structural capital and cognitive capital have a significant positive impact on relational capital;structural capital has a significant positive impact on cognitive capital;both relational capital and cognitive capital have a significant positive impact on knowledge quality;Structural capital has no significant positive effect on knowledge quality.From four perspectives,the influencing factors of the knowledge sharing of users in the virtual community are studied.First,the application scenarios of the four theories are expanded,and new empirical evidence is added for the related theoretical research.Second,the influencing factors and their mechanism of action are analyzed and analyzed.Verification can improve the operator's understanding of the influencing factors of user knowledge sharing;third,based on empirical research results,analysis and discussion,management inspiration and research prospects can provide reference for the operation of the virtual community and related research.