Research On The Influencing Factors Of Individual Knowledge Contribution Behavior In Mobile Virtual Community

In the age of big data, knowledge sharing happens everywhere. In life, because mobile virtual communities have characteristics of being used at any time, portability, and providing the users’ location information, as well as their social communication attribute, they have become an important way of information dissemination and access, and become an important part of people’s daily lives. With the increase of the number of users and the development of mobile search, mobile location, mobile advertisement, mobile e-commerce, mobile payment and so on, mobile virtual communities have great potential commercial value and become the businesses spot. So researching the mobile virtual communities is important.According to the existing research, this paper raises a question: Under the premise of no guarantee of return, why knowledge contributors are willing to spend time and effort to share their knowledge to others, what are the influence factors of their knowledge contributing behaviors. This paper make some beneficial exploration around this issue. Firstly, we use the theoretical analysis methods to define the concept of virtual community, mobile virtual community knowledge, Knowledge Contribution and social cognitive theory, especially, we define the difference of knowledge sharing concept and knowledge contribution concept rigorously. Then we use the Literature Review Methods to summarize the influence factors of virtual communities users’ knowledge contributing behaviors from different theoretical prospective, such as theory of planed behavior, technology acceptance model, social exchange theory, social capital theory, social cognitive theory and so on. Then in order to cover all influencing factors and explain their relationship reasonably, we utilize the social cognitive theory to divide these influencing factors into contextual factors and individual factors, and establish the theoretical model of this paper. Finally, we utilize empirical research methods and use SPSS19.0 software to analysis the data from 202 valid questionnaires for descriptive statistical analysis, correlation and regression analysis, then validate the model and assumptions.We find that: individual factor including personal outcome expectation has positive significant effect on knowledge contribution behavior; contextual factors including norm of responsibility, interpersonal trust, institutional trust, community incentives and mobility have positive significant effect on knowledge contribution behavior. Farther more, with the intermediary role of individual factor, contextual factors have indirect effect on knowledge contribution behavior. According to the conclusion, we can answer the issue raised in the beginning of the article, and provide some suggestions how to promote the knowledge contribution behavior and the development of mobile virtual communities.