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

With the rapid development of IT industry based on information technology, the concept of victual community entered into people’s perspective, which have made the human society change a lot. Especially in recent years, the rapid development of non-trading victual community brings an unprecedented important influence on people’s work and life.Based on the home and abroad existing literatures, this study took the users of Non-trade virtual community as research object. Through summary the related theories of virtual community and knowledge contribution, we built a theoretical model of the influence factors of knowledge contribution in non-trading virtual community. According to the measurement items in the domestic and international existing literatures, we designed a questionnaire and surveyed the users of non-trading virtual community through two forms of electronic and paper questionnaires. Apply SPSS17.0to conduct descriptive statistical analysis, scales’reliability analysis and efficiency analysis; Pearson correctional analysis. After, apply AMOS software to test the theoretical model and hypotheses. Research result shows:in non-trading virtual community, Website usability and website security in the IT dimension have no a positive effect on knowledge contribution; community results expect and community identity in community dimension have a significantly positive influence on knowledge contribution; Knowledge self-efficacy, prestige and status in internal dimension have a significantly positive influence on knowledge contribution; mutual advantage in external dimension has no positive effect on knowledge contribution, the cost has no negative effect on knowledge contribution. According to the research result, we proposed some suggestions and management methods for the operators of virtual community.