Research On Influential Factors Of Knowledge Hiding Behavior In Virtual Community Users

With the technical advance and the popularization of the Internet,virtual communities should emerge from time to time and gradually become a major form of Internet activity for Internet users.In particular,Q & A knowledge community represented by Zhihu that have developed rapidly in recent years have become an important place for people to communicate and share knowledge,and have had a profound impact on people’s lives in all aspects.At present,the study of knowledge hiding at home and abroad focuses on exploration from the organization,and rarely explores the knowledge hiding behavior in virtual communities.Moreover,for the related research of virtual communities,the majority of people at home and abroad pay attention to the knowledge sharing and contribution behaviors in the virtual community,and few people pay attention to the knowledge hiding behavior of virtual community users.The research of this paper is to explore the knowledge hiding behavior of virtual community users and reveal the key influencing factors that affect the user’s knowledge hiding behavior in virtual community,and it also helps to make up for the lack of existing research.At the same time,it provides targeted advice to the community and promotes knowledge sharing so as to improve the competitiveness and vitality of the community.This article takes the knowing user as the research object,through the literature review method,the questionnaire survey method,and the empirical research method,firstly studies domestic and foreign literature related to the virtual community and knowledge hiding theory,based on social cognitive theory,combined with social exchange theory,etc.from individual cognitive factors(self-efficacy,self-worth),community atmosphere Two major aspects build models for knowledge hiding behavior and make assumptions.Using the method of empirical analysis,a questionnaire survey was conducted on the users and SPSS24 and AMOS24 software were used to statistically analyze the relevant data of the questionnaire.The research results show that community atmosphere,self-efficacy and self-worth have a significant negative impact on knowledge hiding in the community;community atmosphere has a significant positive effect on self-worth;knowledge sharing self-efficacy There is a significant positive effect on self-worth.This article is a novel research on the knowledge behavior of virtual community users from the aspect of knowledge hiding.Based on the research conclusions,some relevant countermeasures and suggestions for community managers were provided.