Research Of The Influence Of User Personality On Knowledge Sharing Intention In Virtual Community

The development of virtual communities is inseparable from knowledge sharing users, if people are willing to share knowledge in a virtual community, virtual community can get more users by the flow of information and the dissemination of knowledge, so as to realize its commercial value. So, how to motivate users in virtual communities to share knowledge has become the core problem of the virtual community research field. Many scholars believe that personality factors of the personal characteristic factors is the important background factor which cause the demand for information behavior or motivation. Description of User five-factor model of personality theory, has been widely used to study the impact of information behavior.This article on the basis of the relevant research, constructed a research model of User Personality- Knowledge Sharing Motivation- Knowledge Sharing Intention, regression, correlation, bootstrap methods are used to authenticate the relationship between the dimensions of knowledge sharing motivation and five factors of user personality, relationship between knowledge sharing intention and five factors of user personality, and the relationship between the dimensions of knowledge sharing motivation and knowledge sharing intention, finally we also verify the intermediary role of knowledge sharing motivation.By regression analysis, openness, conscientiousness, extraversion, agreeableness all have a significant positive impact on knowledge sharing intention; openness and extraversion have significant positive effects on self-efficacy, altruism, prestige and pursuit of extrinsic rewards, diligence has significant positive effects on self-efficacy, altruism and prestige, agreeableness has significant positive effects on self-efficacy and altruism, neuroticism has significant negative effects on altruism, and significant positive effect on prestige and pursuit of extrinsic rewards; Self-efficacy, altruism, prestige and pursuit of extrinsic rewards all have a positive impact on knowledge sharing intention; Self-efficacy intermediates the impact of openness, extraversion, diligence and agreeableness on knowledge sharing intention, altruism intermediates the impact of openness, extraversion, diligence, neuroticism and agreeableness on knowledge sharing intention, prestige intermediates the impact of extraversion, diligence and neuroticism on knowledge sharing intention, pursuit of extrinsic rewards intermediates the impact of openness on knowledge sharing intention.Conclusions of this study can provide a reference for managers of virtual communities, to provide users with personalized service, and well-designed incentive programs, so as to promote better development of virtual communities.