【作者】 罗瑶；

【导师】 张成洪；

【作者基本信息】 复旦大学 ， 信息管理与信息系统， 2013， 硕士

【摘要】 近年来虚拟社区的知识分享动机课题获得了知识管理领域相当的关注,基于互联网和Web2.0技术的虚拟社区具有匿名性、及时性、互动性、便捷性、可存档性等特点,成为了知识分享的重要场所。然而虚拟社区的繁荣发展依赖于社区成员持续的知识贡献,如果没有持续的知识贡献,虚拟社区也将会成为无源之水、无本之木而逐渐衰落。现实生活中大量的互联网虚拟社区只依靠少数活跃用户贡献知识,而其他成员则成为了沉默的大多数,搭便车者甚多,这些搭便车者只消费知识而不生产和贡献知识。要想促进虚拟社区的繁荣可持续发展,使其发挥促进知识分享的作用,就需要对虚拟社区中个体知识贡献动机进行研究,通过设计恰当的激励措施促进社区成员的参与和知识分享的意愿和行为。前人对个体知识贡献动机的研究多从心理因素结合信息技术因素出发,利用社会交换理论、社会资本理论、动机理论、价值理论等视角,取得了一些创见性的结果,并总结了一系列知识分享的影响因素,例如自我效能、帮助他人获得的愉悦、获得组织的奖励、树立的形象、互惠等因素,并在实证中获得了支持。而本文将从社会网络分析方法入手,结合心理所有权理论对虚拟社区知识分享动机进行解释。本文采用社会网络分析方法,用虚拟社区成员间的交互关系构建虚拟社区的社会网络,试图研究个体所处社会网络位置与其心理变量之间的关系,并通过个体对虚拟社区的心理所有权及其三个维度(自我效能、归属感、自我身份)解释知识分享的动机,探讨了处于社会网络不同位置的个体在知识贡献动机上的不同。本文收集了复旦大学BBS虚拟社区中的用户发帖、回帖等客观数据,并辅之以调查问卷的方法对心理变量进行测量,提出了整合的知识共享动机模型并进行了验证,得出了虚拟社区成员所处的社会网络位置能够影响其心理所有权的结论,为知识分享型虚拟社区的知识激励机制提供了可操作性的建议。更多还原

【Abstract】 Knowledge sharing motivation in virtual communities has gained great attention in recent years. Thanks to the rapid evolution of Internet and Web2.0technology, virtual communities become a major venue for knowledge sharing because of its characteristics of anonymity, promptness, interactivity, convenience and achievability. However, without constant sharing activities, virtual communities could fall because of lack of knowledge source. Actually most of the communities today rely on a small group of highly active members to contribute knowledge while the majority of others are lurkers that only consume knowledge rather than contribute, which are regarded as free-riders. In order to boost individual knowledge sharing activities and ensure the sustainable development of virtual communities, we must understand how members are motivated to take action to contribute to the community and then develop proper incentives based on such understanding to drive sharing activities. Previous literature have mainly focused on the psychological motivations such as self-efficacy, enjoying oneself in helping others, monetary incentives, image and reciprocal reasons, derived from social exchange theory, social capital theory and motivation theory, and value theory etc., and many of these factors are validated through empirical analysis. While the present study will adopt a psychological ownership view and utilize social network analysis (SNA) approaches to investigate knowledge sharing motivations in virtual communities among individuals occupying different network positions.The present study adopts SNA and develops a social network among virtual community members based on their interaction. Moreover, it uses psychological ownership and its three dimensions (self-efficacy, sense of belongingness, self-identity) to explain individual motivations, and discuss how members in different positions of social network are motivated through the lens of psychological ownership. The author tracked the virtual community of BBS of Fudan University and recorded all the posting and replying behaviors in7months and built a social network based on these interactions. In addition to that the author also conducted a survey with carefully adapted scale to measure psychological constructs and finally bring out an integrated model for knowledge sharing motivation. Data analysis is performed and hypotheses are tested. The results show virtual community members’ network position influences his psychological ownership towards the community. This study aims to shed light on how to design the motivation mechanism to boost knowledge sharing in virtual communities.更多还原