Analysis On The Relationship Of Rewaeds Program And User’ S Continuance Knowledge Sharing Intention In Virtual Community

The development of virtual communities has stimulated the competition of different kind of virtual communities. With more and more users reducing their knowledge sharing behavior, the user flow of virtual community has been decreased which leads to the decline of virtual communities’revenue, and these will threaten long-term development of virtual communities. Finding out the factors that affect user knowledge sharing behavior has become one of the main problems that the virtual communities’operator care about.However, based on the current researches, the influence factors of most research results showed couldn’t be used in practical operation. And some of factors, such as rewards program of virtual community, which can be used in practical operation, were few in specific research and the results were confuse. In addition, the factors showed by the researchers just can explain the users’ prior knowledge sharing behavior but not the post. Therefore, based on this background, this paper will focus on the relationship between the rewards program of virtual community and user’s knowledge sharing continuous intention.According to the study’s online survey of 256 knowledge sharing users in knowledge sharing virtual communities and SEM analysis, the result suggests that: users’continuance intention of knowledge sharing is determined by their satisfaction with knowledge sharing experience. Users’emotional value perceived from rewards program of virtual community has direct positive effect on user satisfactions. And User’ utilitarian value perceived from rewards program of virtual community has indirect effect on user satisfaction by user’ s emotional value.