Research On Influencing Factors Of Knowledge Transfer In The Context Of Social Media Intelligent Recommendation

Social media are Internet-based applications that build on the technological and ideological foundations of Web 2.0,providing a platform for users to collaborate and communicate freely.With the quick development of artificial intelligence,intelligent recommendations have been extensively employed in social media,resulting in the formation of social media intelligent recommendation context.This thesis examines influencing factors of knowledge transfer,with social media intelligent recommendation as the research context and based on the theories of communication visibility,self-efficacy,and motivation theory.Research results have important implications for theory and practice.This thesis firstly describes the research background and research significance.Then,the current status of domestic and international research is reviewed in the context of social media,intelligent recommendation,and knowledge transfer.Next,communication visibility,self-efficacy,and motivation theory are described so as to provide theoretical support for this thesis.Based on these theories and existing literature,a research model and hypotheses were constructed.A measurement scale for the study model was designed based on a well-established scale,and data collection was conducted based on the scale.In the data analysis phase,the measurement model and structural model of this thesis were tested,and the results showed that transparency of communication content and network translucence positively affect reliability of knowledge sources and thus affect knowledge transfer.transparency of communication content and network translucence positively affect shared understanding and thus facilitate knowledge transfer.Self-efficacy in communication has a significant positive effect on knowledge transfer.Intrinsic motivation has a positive influence on knowledge transfer,and among all the influencing factors,intrinsic motivation is the first influencing factor.The influence of extrinsic motivation on knowledge transfer was weakened.Finally,all the potential variables in the research model of this thesis were compared in terms of perceived variability by combining the factors of individual user characteristics.