Resaerch On Factors Of Knowledeg Sharing In SNS Based On Social Capital Perspective

Along with the prosperity of Web2.0, virtual community of social network sites (SNS) has become the mainstream of current social Internet applications, and gradually changes the way people communicate and share knowledge. Nowadays, Facebook, the representative of the social network site, has become the world’s largest knowledge sharing website. Knowledge sharing among users is the key to the promotion of the rapid development of SNS and the important source of attractions of SNS.Compared with the traditional virtual community, SNS is a more effective knowledge sharing platform due to its open, interactive, equal and social features. On the other hand, SNS make it possible for users to maintain or expand their social capital. Could the social capital of users affect the user’s knowledge sharing behavior? What is the mechanism of this influence process? The empirical studys of this area are very limited.In the context of SNS in China, this article intends to study the factors influencing the knowledge sharing intention from the perspective of social capital theory. In order to solve these problems, this dissertation synthesizes the social capital theory and the Theory of Reasoned Action (TRA) to hypothesize a theoretical model to research the affecting factors of the knowledge sharing on SNS in the context of china. Research conclusions are as follows:Firstly, in the context of of SNS, the three scales of social capital have significant effect on the attitude toward behavior and on the subjective norms about knowledge sharing. Secondly, in the context of SNS, the subjective norms influence the behavior intention, and they both significantly affect the behavior intention abut knowledge sharing. Thirdly, this paper finds out that structural capital affects behavior intention about knowledge sharing through behavior attitude, the relational capital affects behavior intention through subjective norms about knowledge sharing, and the cognitive capital has significant effect on behavior intention through attitude and norms.