Research On The Influencing Factors Of User Knowledge Sharing In Virtual Communities

With the rapid development of network technology,networks and terminal devices have been popularized in all corners of the world,bringing more ways to human communication channels.The virtual community is a kind of human communication.Compared with the traditional community,the virtual community has the characteristics of massive information resources,virtual identity,knowledge sharing and socialization.These features attract a large number of users to share resources in the virtual space.Expand the circle of communication.The existence of“diver” in virtual communities is very common,and this phenomenon has become an important obstacle to the sustainable and healthy development of the community.As a typical representative of virtual community,Weibo has become an important network platform for people to acquire knowledge and knowledge sharing.In Weibo,users can share knowledge through functions such as attention,forwarding,commenting and praise.Taking Weibo users as the research object,it is of great significance to study the factors affecting user knowledge sharing.This paper first introduces the research background,research status,research significance and methods,and research content and ideas of virtual community knowledge sharing.Secondly,it reviews the related concepts and characteristics of virtual communities and the influencing factors of virtual community knowledge sharing.Based on the combination of motivation theory,information system success model and rational behavior theory,it summarizes nine research variables:self-improvement and external reward.,social interaction,entertainment,information quality,service quality,attitude towards Weibo,willingness to share knowledge,and knowledge sharing behavior.At the same time,the attitude towards microblogging and the willingness to share knowledge are proposed as mediator variables.Based on three classical theories,the concept driving model of knowledge sharing behavior of Weibo users is constructed.Thirdly,based on the relationship between the variables in the conceptual model,a preliminary hypothesis is proposed,and the concept of variables is defined and a questionnaire is prepared.To ensure the quality of the questionnaire,Weibo users are the subject of this survey,and the microblogging virtual community is used as the platform for issuing questionnaires.For the retrieved questionnaire,SPSS20.0 software and AMOS21.0 were used to perform descriptive statistical analysis,confirmatory factor analysis and structural equation model test.After multiple fitting and modification of the model,the hypothesis results were obtained.Finally,the research results are discussed,and constructive opinions are put forward to Weibo operators: establishing a sound incentive mechanism to promote material rewards,actively providing users with conditions for social relations,pushing refined information to ensure information quality,and setting friendly user operations.The interface,through these suggestions,hopes to increase the enthusiasm of users for knowledge sharing.The research proves that self-improvement,external reward,social interaction,entertainment and user's attitude towards Weibo can directly explain the willingness to share knowledge.Information quality and service quality have a direct positive impact on users' attitude towards Weibo,and knowledge The willingness to share plays a full intermediary role in the influence of entertainment and social interaction on knowledge sharing behavior.