Influencing Factors On Knowledge Sharing Behavior Of Virtual Brand Community

With the rapid development of the Internet, tens of thousands of virtual brand communities have born, such as xiaomi bbs, huawei club and feng bbs. Virtual brand community is beneficial for enterprises to obtain user’s comments and opinions of the product, gathering the knowledge for user and community, besides it is conducive to disseminate knowledge and will significantly affect user’s purchase behavior.Although there have lots of virtual brand communities, they still face many problems,such as poor user experience and poor enthusiasm of user to share knowledge.However, without users to share knowledge actively, the virtual brand community is hard to play its true value. It is a challenge for the operators of virtual brand community to enhance the enthusiasm of user in community and promote their knowledge sharing behavior. This research identifies some factors that influencing knowledge sharing behavior of virtual brand community, and put forward relevant and suggestions. So this paper has some theoretical and practical significance.Firstly, this paper makes a literature review on the virtual brand community,knowledge sharing, personality traits, website quality, flow experience and privacy concerns. And then based on SOR theory, traits activation theory and flow experience theory, this paper puts forward the research model. Personality traits and website quality are independent variables, flow experience as the mediation variable, and use the traits activation theory to introduce privacy concern as moderation variable. This study explores the relationships between these variables. Finally, this paper collects937 valid samples, and dealing with the valid sample survey data collected with the help of SPSS18.0 and AMOS17.0, verifying the hypothesis.The empirical results show that,(1) extraversion and neuroticism both have a significant positive impact on knowledge sharing behavior, but compared to neuroticism, the impact of extraversion is larger;(2) extraversion and neuroticism has different impact on flow experience. The relationship between extraversion and flow experience is significantly relevant, however the relationship between neuroticism and flow experience is not significant;(3) each website quality has different influenceon flow experience, compared to system quality, the impact of information quality is greater;(4) the moderating effect of the privacy concerns on the personality traits and knowledge sharing behavior is not significant. Based on the above conclusions, this paper discusses the results of empirical analysis, and provides suggestions for the community to promote the knowledge sharing behavior of users.