Research On The Influencing Factors Of Virtual Community Users' Willingness To Share Knowledge Under Paid Situation

Information is an essential part of human social development,and with the full spread of the internet,it has led to a booming sharing economy.The forms of user-generated content and knowledge sharing between users are becoming increasingly diverse,forming a kind of user content production scale.As a knowledge-sharing platform,the quality of its platform content,user activity,community identity and its own interest all influence the operation of the platform.Not everyone is willing to participate and contribute their own knowledge,so users in virtual communities are used as the subject of this study in the context of material incentives to explore the factors that influence users' willingness to share their knowledge.Based on the real-life context,the research model and hypotheses are constructed based on social exchange theory,social cognitive theory,incentive theory and expectation confirmation theory,to summarise the factors that affect the willingness to share knowledge,and to classify the dimensions,and to construct a research model and research hypotheses on the willingness to share knowledge of users in virtual communities in a paid context.Self-efficacy,altruism,material incentives,reciprocal relationships,knowledge sharing attitudes and sharing satisfaction are selected as the influential factors affecting knowledge sharing intention and are analysed and studied.The scale was developed on the basis of mature scales,and questionnaires were distributed through Questionnaire Star on Douban,Zhihu and Xiaomuchong.339 valid questionnaires were collected,and the sample data were empirically tested using SPSS19.0 and AMOS25.0 for descriptive statistical analysis,reliability testing,validation factor analysis and hypothesis validation,and the model was revised according to the test results.The following conclusions were obtained:(1)Self-efficacy,attitude towards knowledge sharing,and satisfaction with sharing directly and positively affect willingness to share knowledge.(2)Material incentives and reciprocal relationships do not have a significant direct positive effect on willingness to share knowledge.(3)Self-efficacy,altruism,and material incentives can positively influence willingness to share knowledge through knowledge sharing attitudes,with material incentives having the most significant effect.(4)Reciprocal relationships can positively influence willingness to share knowledge by positively influencing satisfaction with sharing.Reference suggestions were made in four areas: strengthening community construction,establishing a reasonable reward system,improving user services,and guiding correct attitudes,in order to enhance users' willingness to share knowledge in virtual communities and promote the positive development of communities.