Research On The Driving Mechanism Of Knowledge Contribution Of Online User Community Members

With the development of network technology,it has brought great convenience to the dissemination of network information.The development of the network has also facilitated corporate marketing and product development and consumer service support,with many companies building their own online user communities.Through the online user community,community members can learn about the latest product features and price information,and can also ask questions and answe.r questions about product use anytime,anywhere;,and enhance business support for consumers.Enterprises can also bring users the pain points of products,which brings convenience for enterprises to develop products.Although the online user community can bring competitive advantages to enterprises,it also faces a huge threat of loss of community users due to insufficient knowledge contribution.Therefore,it is necessary to explore the driving factors of online user community knowledge contribution and provide suggestions for the development of online user community.This study is based on the online user community context,taking community members as the research object,drawing on the theory of community identity theory,community commitment theory and organizational support theory,taking the online user community to support the enterprise support behavior as the independent variable,and the individual to the conmmunity attitude factor(community Commitment,community identity and self-efficacy)act as an intermediary to drive the contribution of community members'knowledge.This paper mainly uses the method of empirical research.Firstly,on the basis of relevant literature review,through the analysis and analysis of the interview data of Xiaomi community,Huawei pollen club and Meizu FLYME community members,four ways for online user comrmunity sponsoring enterprises to support community members are proposed(offline activities,increased members Embedding,providing rewards,content contribution);Secondly,according to the influence of online user community sponsoring corporate support behavior on community members,introducing community commitment,community identity and self-efficacy as a mediator of knowledge contribution,making research hypotheses;finally,using Smart The PLS3.0 statistical software tests the structural equations of the model and explores the impact path of online user community sponsored enterprise support behavior on knowledge contribution.The empirical results show that:(1)online user community enterprise support behavior offline activities,increase member embedding to community commitment Community identity as an intermediary positively affects knowledge contribution;offline activities and increased member embedding to promote community members to identify and rely on the group,further enhance the level of knowledge contribution;(2)online user community business support behavior content contribution to the community The same,self-efficacy as an intermediary positively affects the knowledge contribution;content contribution enhances the knowledge level of community members,changes the community members'attitude towards the community,and reduces the difficulty of community members' knowledge contribution;(3)provides rewards with self-efficacy as an intermediary to contribute to knowledge Providing incentives to influences has no significant impact on community identity.Providing rewards increases the self-confidence of community members'knowledge contributions,but does not change the community members' recognition of the community.Participants in the community are primarily engaged in acquiring knowledge,not for rewards.Therefore,providing rewards has no significant impact on community identity.This study analyzes the relationship between online user community sponsorship behavior and knowledge contribution.The field research on the knowledge contribution driving mechanism of online user community members has been further improved.The research not only clarifies the influence of the sponsorship on the motivation of the community members,promotes the contribution of knowledge,and reveals the driving force of the contribution of knowledge to the different support behavior of enterprises.