The Research Of Individualization Characteristics On User Continuing Knowledge Sharing Intention In Virtual Community

With the progress of technology and the innovation of mode,the rapid development of the virtual community,new different demands of people continue to emerge,or they provide innovative service mode,service contents,or provide innovative or special service user groups,so that Internet traffic for the war intensified.Under this background,communities with more continuous knowledge sharing are always in the dominant position in competition.Therefore,how to make full use of their advantages and promote users' continuous knowledge sharing is very important for community development.As the new development of the virtual community like a raging fire in the country in recent years,social business community through the user about the product knowledge sharing to strengthen the information exchange between users,not only to narrow the gap between users and users of the "distance",also closer between the user and the commodity "distance",reduces the users of traditional electricity supplier the website commodity quality distrust,brings new development for electronic commerce.Based on the social commerce community as an example,analyzed the influence of the community personalized user characteristics and environmental characteristics of the user continued willingness to share knowledge,problem and the related influence mechanism,in order to enrich the existing virtual community users on knowledge sharing willingness to continue the research perspective,and provide guidance for operation and management in the community social commerce enterprise.Based on previous studies,this paper expounds the difference between user knowledge sharing and continuous knowledge sharing in virtual communities,and summarizes the research results and shortcomings of scholars in continue knowledge sharing in virtual communities.On this basis,through the analysis of the socialized e-commerce community,the personalized characteristics of social e-commerce in community users and community environment are summarized,and a research model is constructed from the individual characteristics--community identity – the intention of continue knowledge share.Finally,by collecting 275 valid questionnaires of "what is worth buying" community users with "liver" tags,we apply structural equation modeling to verify the conceptual models and related hypotheses of the articles.The results show that(1)in social e-commerce community,exhibited by the community of users features of the self-presentation of the community users continued willingness of knowledge sharing has a significant positive effect,community environment characteristics of social interaction,Community Association material reward for the continued willingness of knowledge sharing has significant positive effects;(2)community identification on users continued willingness of knowledge sharing has a significant role,the three dimensions: cognitive identity,emotion recognition,evaluation and recognition have significant positive effect on the continued willingness of knowledge sharing;(3)community identity fully mediates the self-presentation and social interaction connection to users continued significant role in knowledge sharing,and community identity in the community(material)reward and continue to share has no mediating effect between intention.Based on the discussion of the above results,this paper comes up with the relevant conclusions and puts forward some suggestions to promote the continuous knowledge sharing will of the community users in the social e-commerce community.