The Impact Factors And Mechanism About Knowledge Sharing Behavior In Social Q&A Websites

In the context of the era of knowledge economy and Web2.0, knowledge is power. Knowledge sharing behavior makes individuals' knowledge into social resources, to create huge achievements of civilization. The virtual community provides a lot of convenience for knowledge sharing, so the topic of knowledge sharing in virtual community has become very popular in the study of Management,Information Science, Communication, Psychology in the past decade. With the continuous innovation of the virtual community's type, and the rapid growth of Web 2.0 ear based on the user-generated content, the social networking sites become the most common virtual community. The social Q & A website came into being with social networking sites as the form and knowledge as the content,becoming the major contributor for the web content production. Social Q & A sites differ from traditional virtual communities in many aspects, but few studies focused on the impact of knowledge sharing on social Q & A sites specifically. Therefore, this paper attempts to discuss the factors the influence knowledge sharing in social Q & A website by using zhihu, the most popular social Q & A website in China as the platform.(1) Research one: Using grounded theory, we analyze 775 responses by crawling data from the relevant answers in zhihu and coding step by step, and dig out the influence factors of users' sharing behavior, including performance, learning, altruism,external rewards and social interaction motivation, the impact of the environmental,values,precondition factors,positive affection. And on this basis, constructs the influencing factor model of knowledge sharing behavior of social Q & A websites.(2) Study two: According to the conclusion of the study, the impact of different achievement goals on knowledge sharing behavior is discussed from the perspective of achievement goal orientation and the mediating role of knowledge sharing self-efficacy is examined. We use the scale of the three-dimension achievement goal orientation and the questionnaires for knowledge sharing self-efficacy and knowledge sharing behavior for the test and distribute these questionnaires by the way of sending private letter to users in zhihu. A total of 334 valid questionnaires were collected and the SPSS PROCESS was used to process the data. The main findings are as follows:learning goal orientation and performance-approach goal orientation both have significant positive effect on the network knowledge sharing behavior, and knowledge sharing self-efficacy plays a mediating role between two goal orientation and network knowledge-sharing behaviors. But when controlling demographic variables,performance-avoidance goal orientation cannot predict knowledge sharing self-efficacy and network knowledge-sharing behavior.This paper analyzes and introspects the research value and shortcomings of research one and research two respectively, and also puts forward the directions of future research.