| Today,with the rapid development of Internet platform,the existing virtual knowledge community presents a pyramid structure of "90-9-1",that is,90% of the people never contribute knowledge,while the remaining 1% contribute most of the content.There is a problem that very few content providers contribute a great deal of knowledge,and most of the value of virtual knowledge community is realized by content providers.Then,as an important subject to create the value of virtual knowledge community,the content providers of virtual knowledge community have attracted a lot of attention.Looking at the related literatures in the past,in the research of antecedent variables of knowledge contribution,there are few researches on the influencing factors of knowledge contribution caused by the behavior of content providers,while the dominant use is the behavior of using internal and external dominant resources to provide knowledge content in the community.Choosing this variable enriches the research on the influencing factors of knowledge contribution of platform content providers in the context of virtual knowledge community.Advantage use has been proved to promote individual initiative behavior,but the influence mechanism of advantage use on knowledge contribution in virtual knowledge community needs to be further explored.Therefore,in order to open this black box,based on the theory of advantage use,the theory of patchwork of resources and the theory of information field,with advantage use as the independent variable and knowledge contribution as the dependent variable,the platform operation mechanism includes capability providing mechanism,interaction mechanism,knowledge integration mechanism and incentive mechanism,and knowledge potential difference as the regulating variable.Questionnaire survey was used to collect 389 sample data,SPSS and related analysis tools were used to analyze the data,and hypothesis testing was completed.The research conclusions are as follows:(1)Advantage use has a positive impact on knowledge contribution;(2)The patchwork of resources plays an intermediary role in the advantageous use and knowledge contribution;(3)Ability providing mechanism,interaction mechanism,knowledge integration mechanism and incentive mechanism play a positive role in regulating the use of advantages and the patchwork of resources;(4)Ability providing mechanism,interaction mechanism,knowledge integration mechanism,and incentive mechanism positively regulate the intermediary effect of advantage use and knowledge contribution through resource patchwork;(5)Knowledge potential difference plays a positive role in regulating the relationship between resources patchwork and knowledge contribution.According to the research conclusion,this paper starts from the content providers of virtual knowledge community,and puts forward relevant strategic suggestions from the perspectives of improving the level of identification,use,cultivation and improvement of internal and external superior resources of content providers,making full use of various mechanisms built in the process of building community platforms,and actively striving for autonomy within the community. |
