Research On Influencing Factors Of Knowledge Sharing In The Context Of Social Commerce Platform Intelligent Recommendation

With the rapid development of social media,social commerce has become a new trend in the e-commerce industry.In social commerce platforms,intelligent recommendations have been extensively employed,resulting in the formation of the intelligent recommendation context.This thesis investigates influencing factors of knowledge sharing,with social commerce platform intelligent recommendation as the research context and based on the theories of trust,psychological empowerment and communication visibility.The results of this study have important implications for theory and practice.First,this thesis describes the background and significance of the study,and reviews the current state of domestic and international research around intelligent recommendation and knowledge sharing on social commerce platforms.Then,trust,psychological empowerment and communication visibility theories are described to provide theoretical support for this study.Based on the above theories and existing literature,this thesis constructs a research model and hypotheses.In the research model,psychological empowerment is a second-order variable that contains four dimensions:competence,meaning,self-determination,and impact.To quantify the research model,this thesis designed a measurement scale based on a well-established scale and collected data through a questionnaire.In the data analysis phase,the measurement model and structural model of this study were tested,and the results showed that psychological empowerment is a valid second-order variable in the intelligent recommendation environment of social commerce platforms,and psychological empowerment positively influences knowledge sharing.The norm of reciprocity,trust and perceived compatibility all positively influenced knowledge sharing attitudes,with perceived matching having the greatest impact and knowledge sharing attitudes in turn positively influencing knowledge sharing.From the perspective of communication visibility,network translucency and knowledge sharing visibility positively influence knowledge sharing,with knowledge sharing visibility having the greatest influence,and the influence of message transparency on knowledge sharing is weakened.Finally,the perceived variability of all potential variables of this study was analyzed by combining individual characteristic factors.