| Under the combined force of Internet technology and demand,the virtual knowledge community built with the help of network technology has become an increasingly significant trend.The Internet extends offline knowledge exchange to virtual space,enabling users with the same interests to realize online communication.However,as the virtual community is an anonymous communication mode based on the network space,most community users do not know each other and have no substantial personal relationship,so individuals will have the instinct to maintain their own knowledge,resulting in the behavior of knowledge hiding.Some virtual community users will play the role of free riders,obtaining knowledge from the virtual knowledge community,but do not contribute their own knowledge in turn.This behavior of knowledge hiding is detrimental to the long-term development of the community.Therefore,it is particularly important to study the influencing factors of knowledge hiding behavior in virtual communities and what kind of incentive atmosphere should be created in communities to suppress knowledge hiding better.This study is based on virtual knowledge community users,taking the MOA theory as the entry point,and comprehensively exploring the influencing factors of user knowledge hiding(rationalization hiding,pretending to be stupid hiding and avoiding hiding)from the three dimensions of Motivation,Opportunity and Ability.Among them,the motivation level uses the element of self-construction,respectively from the internal motivation and extrinsic motivation two perspectives to explore.At the opportunity level,knowledge value perceived by users is adopted,which provides objective conditions for users to implement knowledge hiding behavior.The ability level extracts the element of self-efficacy.In addition,this paper also introduces two community governance mechanisms,namely facilitative community governance and restrictive community governance,and explores the moderating effects between them from the perspective of context.In this study,questionnaire survey was used to collect data,and SPSS and AMOS statistical analysis tools were used for empirical analysis of sample data.The results show that:(1)The interdependent self-construction has a significant negative effect on users’ concealment and concealment in virtual knowledge community.(2)Independent self-construction has a significant positive effect on the rationalization hiding,pretending to be silly hiding and avoiding hiding of virtual knowledge community users.(3)The knowledge value perceived by users has significant positive effects on rationalization hiding,pretending to be silly hiding and disavowedly hiding.(4)Users’ sense of self-efficacy has significant negative effects on rationalization hiding,pretending to be stupid hiding and disavowing hiding.(5)Facilitative community governance negatively moderates the relationship between interdependent self-construction and knowledge hiding,and negatively moderates the relationship between self-efficacy,concealment and concealment.(6)Constraining community governance can strengthen the relationship between independent self-construction and rationalization concealment,and negatively regulate the relationship between self-efficacy and rationalization concealment and evasion concealment.Based on the empirical analysis results,this paper further studies and discusses to provide specific suggestions for knowledge management practice in virtual communities. |
