网络知识分享行为经验研究——以百度“知道”为案例

以"百度知道"为研究对象,结合理性行动理论(TRA)、计划行为理论(TPB)、技术接受模型(TAM)构建了网络知识分享行为模型。采用五点量表工具,通过调查获得数据。采作回归分析方法进行假设检验,发现利他主义、重视人际关系特质、声誉、经济动机、社会规范等因素都会对网络知识分享行为产生影响;外在控制、社区认同对人们网络知识分享行为确实有调节作用。外在控制程度高者和社区认同程度高者,知识分享意愿对知识分享行为的影响更显著。

An Empirical Study of Knowledge Sharing Behavior of the Network: A Case Study of "Baidu knows"

Network knowledge sharing behavior is a kind of user participative value creative behavior which is with a great significance to the enterprise.The paper takes the "Baidu knows" as an example,and develops a Network Knowledge Sharing Behavior Model,which is an integration of the Theory of Rational Action(TRA),Theory of Planning Behavior(TPB),and Theory of Acceptance Model(TAM).The paper employs the five-point Likert scale and acquires data by investigation.With the regression analysis and hypothesis test,the paper finds that network knowledge sharing behavior is influenced by altruism,trait of interpersonal relationship orientation,prestige,economic motives,and social norms.External control and community identity are two moderating factors to network knowledge sharing behavior.There are significant positive correlation between the two factors and network knowledge sharing behavior.