【摘要】：在信息技術(shù)時(shí)代,虛擬社區(qū)隨著信息技術(shù)的發(fā)展而快速發(fā)展著,而人們也越來越傾向在虛擬社區(qū)進(jìn)行知識(shí)共享。在2016年中國社交應(yīng)用用戶行為研究報(bào)告中,網(wǎng)絡(luò)用戶在社交軟件上的主要聯(lián)系人是現(xiàn)實(shí)生活中的同學(xué)、朋友、同事、老師和親人,而在社區(qū)中的主要行為是知識(shí)共享,說明在熟人社區(qū)中進(jìn)行知識(shí)共享是時(shí)下的熱點(diǎn)。虛擬社區(qū)從誕生到現(xiàn)在經(jīng)歷“單一交友功能”、“多元娛樂化并存”和“以真實(shí)朋友關(guān)系為基礎(chǔ)”三個(gè)階段,而最后一個(gè)階段即是關(guān)系型虛擬社區(qū)的基礎(chǔ)。關(guān)系型虛擬社區(qū)作為虛擬社區(qū)發(fā)展的代表,正成為人們關(guān)注的熱點(diǎn)。關(guān)系型虛擬社區(qū)以現(xiàn)實(shí)生活中的真實(shí)人際關(guān)系為基礎(chǔ)建立,即社區(qū)中的成員在現(xiàn)實(shí)生活中彼此間是認(rèn)識(shí)的,而社區(qū)中的知識(shí)共享對(duì)社區(qū)的發(fā)展至關(guān)重要,因此本文主要研究影響關(guān)系型虛擬社區(qū)個(gè)體知識(shí)共享的因素。由于在關(guān)系型虛擬社區(qū)中的個(gè)體彼此間是相互認(rèn)識(shí)的,因此他們的行為會(huì)服從社會(huì)交換中的某些行為,又由于關(guān)系型虛擬社區(qū)得到發(fā)展同樣離不開技術(shù)的支持,因此本文結(jié)合社會(huì)交換理論和技術(shù)接受模型研究影響因素。本文的創(chuàng)新之處在于把社區(qū)成員以現(xiàn)實(shí)生活中的關(guān)系為基礎(chǔ)建立的關(guān)系信任和感知娛樂性引入到知識(shí)共享研究中。本文先對(duì)有關(guān)理論進(jìn)行了闡述,結(jié)合有關(guān)學(xué)者的研究成果建立研究模型,然后對(duì)通過問卷反饋的數(shù)據(jù)進(jìn)行分析。本文一共發(fā)放500份問卷,回收439份,有效問卷為359份,并對(duì)收集的數(shù)據(jù)采用SPSS22.0進(jìn)行信效度分析、相關(guān)分析和回歸分析。本文的研究結(jié)果表明:知識(shí)共享意愿對(duì)知識(shí)共享行為有直接影響,關(guān)系信任、心理獎(jiǎng)賞、互惠、感知易用性、感知有用性和感知娛樂性對(duì)知識(shí)共享意愿和知識(shí)共享行為都有正向影響,并且知識(shí)共享意愿在這六個(gè)變量和知識(shí)共享行為間起著部分中介作用;認(rèn)知信任對(duì)知識(shí)共享行為存在著正向影響,對(duì)知識(shí)共享意愿的影響沒有體現(xiàn)出來;知識(shí)共享成本既不影響知識(shí)共享意愿,也不影響知識(shí)共享行為,預(yù)期的假設(shè)沒有得到支持。最后,本文根據(jù)得到的結(jié)論,給出嘗試性解釋,并以此提出管理建議,以期可以幫助關(guān)系型虛擬社區(qū)更好地發(fā)展。
[Abstract]:In the age of information technology, virtual community is developing rapidly with the development of information technology, and people are more and more inclined to share knowledge in virtual community. In the 2016 China Social networking user behavior Research report, the main contacts for online users on social software are real-life classmates, friends, colleagues, teachers and relatives, while the main behaviors in the community are knowledge sharing. It shows that knowledge sharing in acquaintance communities is a hot spot. From its birth to now, virtual community has experienced three stages: "single making friends function", "multiple entertainment coexistence" and "based on real friend relationship", and the last stage is the foundation of relational virtual community. As a representative of virtual community development, relational virtual community is becoming the focus of attention. The relational virtual community is based on the real interpersonal relationship in real life, that is, the members of the community know each other in the real life, and the knowledge sharing in the community is very important to the development of the community. Therefore, this paper mainly studies the factors that affect individual knowledge sharing in relational virtual communities. Because the individuals in the relational virtual community know each other, their behavior will be subject to certain behaviors from the social exchange, and because the relational virtual community can not be developed without the support of technology, Therefore, this paper combines social exchange theory and technology acceptance model to study the influencing factors. The innovation of this paper is to introduce the relationship trust and perceived entertainment established by community members based on the relationship in real life into the study of knowledge sharing. In this paper, the related theories are expounded, and the research model is established in combination with the research results of the scholars concerned, and then the data feedback through the questionnaire is analyzed. In this paper, 500 questionnaires were distributed, 439 were returned, and 359 valid questionnaires were collected. The data collected were analyzed by SPSS22.0, correlation analysis and regression analysis. The results of this study show that the willingness to share knowledge has a direct impact on the behavior of knowledge sharing, relationship trust, psychological reward, reciprocity, perceived ease of use, Perceived usefulness and entertainment have positive effects on both knowledge sharing intention and knowledge sharing behavior, and knowledge sharing willingness plays a part of intermediary role between these six variables and knowledge sharing behavior. Cognitive trust has a positive effect on the knowledge sharing behavior, but the effect on the knowledge sharing willingness is not reflected. The knowledge sharing cost neither affects the knowledge sharing willingness nor the knowledge sharing behavior, and the expected assumption is not supported. Finally, according to the conclusions obtained, this paper gives a tentative explanation and puts forward some management suggestions in order to help the relationship virtual community develop better.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G203;G302

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本文編號(hào)：2143299