【作者】 陈晨；

【导师】 杜荣；

【作者基本信息】 西安电子科技大学 ， 管理科学与工程， 2018， 硕士

【摘要】 信息网络技术的快速发展和互联网普及化带来了虚拟社区极大地发展,人们参与虚拟社区的目的不再仅仅局限于知识信息的交换,也寻求情感支持和享乐体验,在知识的交换及转移过程中,也创造出新知识和新价值,因而研究虚拟社区用户的知识共享行为有利于更好地进行知识管理和创新。在应用市场上,每天有海量的虚拟社区诞生、成长、成熟、衰落,但虚拟社区之间功能雷同、设计相似,差异化较小,如何从众多的虚拟社区中脱颖而出成为了虚拟社区成功的关键因素。因而,个性化的推荐服务、良好的交互体验成为了虚拟社区吸引用户的新亮点。绝大多数关于虚拟社区知识共享的研究主要集中于影响因素和作用机制研究,基于价值共创视角研究虚拟社区用户知识共享行为的研究较少,因而本研究建立了虚拟社区用户知识共享行为的两阶段模型,以环境因素作为自变量促进一阶段知识共享行为的发生,吸引新用户参与,以用户共创价值作为二阶段感知体验刺激提升用户未来继续参与该社区互动的意向,留在该社区。本章节首先围绕着四个关键词“虚拟社区”、“知识共享”、“价值共创”、“S-O-R范式”进行了文献检索梳理,总结各检索源的研究现状;接着介绍了S-O-R范式的定义及以其为基础的相关研究,为后文奠定了理论基础;接着对虚拟社区的定义及分类、虚拟社区用户知识共享行为的参与动机、持续参与意向的国内外研究进行了总结,对价值共创理论和研究现状进行了概括,构思本文的研究变量。其次,在S-O-R范式的理论基础上构建了基于价值共创视角的虚拟社区用户知识共享行为的概念模型,并提出了相应的假设。利用数据分析软件SPSS19.0、AMOS17.0对知乎社区用户收集的数据进行了描述性统计分析、信效度分析、路径分析。研究得出了如下结论:在虚拟社区中,互惠规范、感知个性化正向影响用户的知识共享行为,人际信任、感知交互性对知识共享行为的正向作用没有得到证实,用户在虚拟社区环境的知识共享行为正向影响用户的共创价值—顾客学习价值、社会综合价值和享乐价值。此外,顾客学习价值和享乐价值显著正向影响用户未来加入该社区的持续参与意向,社会价值对持续参与意向的正向影响没有得到证实。最后,对实证分析结果进行了总结,提出了相应的管理启示。更多还原

【Abstract】 The development of information technology and internet penetration for the virtual community provides a huge space to develop.The purpose of users participating in virtual communities is not only focusing on information exchange,but also emotional support and hedonic experience.Moreover,the interactivity among users in online communities also create new knowledge,therefore,the studies of knowledge sharing behavior in virtual community users are beneficial to knowledge management and innovation.In the application market,every day there are thousands of virtual community born,mature,decline.However,the designs and functions of the virtual communities are very similar,differentiation is reduced.Thus,how to stand out from numerous virtual communities has become a key factor for the virtual community success.Providing users with personalized service,interactive website technology become new advantages to attract users to participate.The majority of research on knowledge sharing focused on the factors and mechanism,the research of motivation of knowledge sharing from the perspective of value co-creation is less,thus,this research establishes a model of two phase to explain knowledge sharing behavior,with environmental factors as independent variables to promote first stage of knowledge sharing behavior to attract new users,and users co-creation value as second phase experience to stimulate further participate intention to stay in the communities.The research first summarizes present situation around "virtual community","knowledge sharing","value co-creation","s-o-r paradigm" from four database index,and introduces the concept of s-o-r paradigm and related research,makes a description about definition,classification of knowledge sharing,summarizes the research current status about factors of knowledge sharing,continuous participation of knowledge sharing,and value co-creation.According to s-o-r paradigm,we develop a framework of factors,knowledge sharing behavior,value co-creation,continuance participation intention to explain the theme,and propose some hypotheses.We conduct a survey in Zhihu communities,and apply SPSS19.0 and AMOS17.0 to calculate descriptive statistical analysis,reliability,validity and path analysis.The results conclude that,norms of reciprocity and perceived personalization have positive impacts on knowledge sharing behavior,the effects of interpersonal trust and perceived interactivity having positive effects on knowledge sharing behavior haven’t been supported.Knowledge sharing behavior positively affects users’ customer learning value,social integrative value and hedonic value.In addition,the positive effects of customer learning value,and hedonic value on the continuance participation intention have been supported,not including social integrative value.Finally,we discuss and come up with applications based on the results.更多还原