Research On Knowledge Sharing Behavior In Virtual Community Based On The Social Exchange Theory

With the network popularization, there comes a way of getting knowledge. People tendto ask questions and solve problems in the network world, gently press the mouse can getwhat you want. As a result, virtual community arises at the historic moment. For virtualcommunity, knowledge sharing is the foundation of its development, so how can lead moreknowledge sharing behavior, how to promote growing and development of virtual communityare necessary to research.In this paper, based on the social exchange theory, combined with the self-efficacy ofsocial cognitive theory from personal (trust, social rewards, altruism, self-efficacy),community culture, and information technology building knowledge sharing behavior model,and putting forward the hypothesis. Make use of the questionnaire way of the empiricalanalysis, and analyse the collected data by the SPSS17.0.Studies show that trust, socialrewards, altruism, self-efficacy, community culture and information technology has differenteffect on knowledge sharing intention and knowledge sharing behavior. In addition, theintermediary effect of sharing intention for altruism, self-efficacy and community cultural hasbeen verified. According to the results of the study in this paper, puts forward somesuggestions to the virtual community management:(1)develop community incentive/feedbacksystem, ensure fairness and timeliness of system;(2)strictly controls the effectiveness andaccuracy of the knowledge, ensure the quality of knowledge, strengthen members’ trust tocommunity;(3)formulate Privilege Day, and hold some community events regularly;(4)design concise and humanized operation interface, making the development of the communitytend to be popularization.