Research On The Factors Influencing Knowledge Sharing In Virtual Communities In The Context Of Witkey

With technology development and mature application, virtual community (VC for short) has become a platform where people communicate with each other and exchange ideas. But free knowledge-sharing (KS for short) in VC is inconsistent with the economic rules. In the context of knowledge value, technology development and social needs, Witkey came forth, which is a type of VC supporting premium KS. However, the model of Witkey still has some problems, such as operation. As witkey is one of survival factors, web site operators should understand the factors influencing KS in VC in the context of Witkey, and then improve the business model and services.This paper based on premium KS and studied witkey's KS behavior. With the theory of planned behavior (TPB for short), research model and hypothesis of the factors influencing knowledge sharing in VC in the context of Witkey are put forward. This research study developed a new area of KS in VC, expanded the application of TPB, and made up the weakness of former research.According to empirical research and data analysis, some conclusions are drawn: Intention of KS in VC in the context of Witkey predicts behavior; Attitude, norm, perceived behavioral control and anticipated regret significantly affect intention or behavior with various degrees; Intention mediates affective attitude, instrumental attitude, web-specific task involved self-efficacy, control and generally involved behavior, and it also mediates descriptive norms, KS self-efficacy, control and deeply involved behavior; When intention is stable, anticipated regret moderates intention and behavior; There are distinct differences of behaviors of different witkey web sites; The factors influencing KS in VC in the context of Witkey are different from former conclusions. With conclusions, recommendations are proposed for operators:Enhance witkey's affective attitude; Pay attention to effects of social evaluation and acts of other witkey; Simplify and standardize the process; Give feedback to witkey timely.