An Empirical Research On Influencing Factors Of Knowledge Sharing In Non-trading Virtual Community

With the rapid development of information technology, virtual communities have emerged, and gradually developed into a major user in the form of Internet activity. In recent years the rapid development of Non-trading Virtual Community has a major impact on people's work and life.This dissertation takes the Non-trading Virtual Community as the research object. On the basis of extant literature, we built a conceptual model of the factors impacting user's knowledge sharing in Non-trading Virtual Community. We designed a questionnaire and conducted a survey on the people who use Non-trading Virtual Community. We used SPSS13.0 and AMOS 17.0 to analyze the collected data. We apply SPSS software to conduct descriptive statistical analysis, cronbach's ? reliability analysis, constructs validity analysis and Pearson correctional analysis. After, applying software AMOS,theoretical framework and hypotheses are proved by structure equation model(SEM). We found that in Non-trading virtual community, web site security is correlated with ease of use, community climate and trust; ease of use is correlated with community climate; community climate is correlated with trust, perceived self-efficacy and outcome expectations; perceived self-efficacy have a significant positive influence on outcome expectations; trust and outcome expectations have a positive impact on knowledge sharing; perceived self-efficacy has no direct positive effect on knowledge-sharing, but it can indirect effect on knowledge-sharing thought direct effect on outcome expectations. At last, according the study we conclude a number of measures and recommendations for community service providers.