Research On The Influencing Factors Of Lurkers' Participation Intention In Virtual Knowledge Community

At present,the researches of virtual community participation behavior appears homogenization phenomenon.Previous studies mainly focuse on the pre influencing factors of the participation behavior of virtual community,and most researchers carry out isolated research on the behavior patterns of information search,information browsing,information exchange,knowledge contribution,etc.,lacking of integration research on various behavior patterns.Lurkers are an important part of virtual community,and their value in word-of-mouth promotion and consumption of virtual community is gradually recognized by the industry and academia.The dynamic balance between lurkers and posters is an important guarantee for the long-term development of virtual community.In order to study the behavioral transfer mechanism between the browsing behavior and knowledge contribution behavior of lurkers in virtual community,and the influencing factors in the process of behavioral transfer,this paper constructs the influencing factor model of participation intention of lurkers in virtual knowledge community based on the theory of planned behavior and self-perceived theory,combined with the influencing factors related to social capital theory and social cognitive theory.The model was tested and analyzed by Amos,a structural equation analysis software of SPSS family.The paper takes Zhihu platform as the research object,and issues 425 valid questionnaires in the form of electronic questionnaires to Zhihu users and college students.The results provided by AMOS software show that the measurement model and the model constructed in this paper have good fitness.Through the analysis of path significance,path coefficient and intermediary effect between model variables,this paper draws the following conclusions:(1)Browsing behavior has no significant direct effect on community participation attitude in virtual knowledge community;(2)Browsing behavior has an indirect effect on community participation attitude through four mediating variables: trust,perceived network size,perceived usefulness,perceived ease of use,and the mediating effect of perceived ease of use is the strongest,followed by perceived usefulness,and the mediating effect of trust is the weakest,while the three variables of flow,community rewards and commitment have no mediating effect;(3)Browsing behavior has a significant positive effect on perceived behavior control;(4)Browsing behavior has a significant positive effect on subjective norms;(5)Attitude,perceived behavior control and subjective norms respectively have a significant positive effect on participation intention.Based on the analysis and discussion of the results,this paper finally puts forward three suggestions on "de-lurking" :(1)Improving the service quality and user experience,stimulating positive attitude of knowledge contribution;(2)Strengthening the subjective norms of virtual knowledge community;(3)Improving the knowledge self-efficacy of users in virtual community,and enhancing users' perceived behavior control.