Influential Factors Of Knowledge Sharing In Virtual Communities With Real-name System: An Empirical Research

Over the past 20 years, Internet-based virtual communities has gotten rapid development, its value has also been affirmed by people. Meanwhile, virtual communities with real-name system, a new kind of virtual community became the focus. Knowledge-sharing in virtual communities have an active role on both the development of communities and e-commerce, therefore, the knowledge sharing in virtual communities with real-name system is very worthy of study.First, we introduce general virtual communities and virtual communities with real-name system, brief descript knowledge and knowledge-sharing, expound the advantages and shortages of knowledge sharing in virtual communities, and summarize the research results of knowledge sharing in virtual communities.Second, On the basis of extant literature, we build a conceptual model of the relationship between influential factors and knowledge sharing effect, and proposed some hypotheses about knowledge sharing.Third, we conduct a survey in virtual communities with real-name system, we use statistical software SPSS 11.5 to carry out reliable analysis, describing analysis, relation analysis, and regression analysis, validate the concept model and research suppose. The results conclude that, in virtual communities with real-name system, attitude, sense of belonging, trust, extrinsic motivation (self-image, reciprocal motivation and contacting motivation) and intrinsic motivation (interest and satisfaction) can improve knowledge-sharing effect. Contacting motivation, sense of belonging and interest are the main direct driving force on community interaction. In addition, the members'background variables will have effect on knowledge sharing and antecedents of knowledge sharing.Finally, we analyze the empirical results, and put forward some countermeasures and suggestions on promoting knowledge sharing in virtual communities with real-name system.