Research On The Influence Of Social Capital On The Online Knowledge Sharing In Social Networks

Nowadays, with the status of knowledge rising gradually, knowledge has been an important power to drive the development of economy surpassing factors like land and capital. With the popularization of internet, the value of knowledge has been transferred to emerging social network sites. As individual cannot obtain all the knowledge he needs, it is necessary to cooperate with others to gain more knowledge. Some data shows that about more than half of Chinese netizens communicate with others and share information through social network sites which provide a new platform to exchange and share information. The openness, interactivity and sociability of social network sites lay the foundation of good contact among users. Studies show that as long as there is contact and interaction among users, there is personal social capital. Social capital can, in turn, acts on users, impacting their thoughts and actions, that is, it has impacts on information exchange and knowledge sharing. However, there are limited researches about whether social capital will have impact on the effect of knowledge sharing in social network.On the basis of synthesizing previous scholars' study, this paper has analyzed and discussed the relationship between social capital theory and knowledge sharing, social network and knowledge sharing, then building the conceptual model about social capital, social network and knowledge sharing. On the basis of the interview, questionnaire has been designed combining measurement scales of previous classical documents. There are 354 effective questionnaires in all the questionnaires given out. Construction capital, cognition capital and relationship capital, the three dimensionalities of social capital are the independent variable, the quality and quantity of knowledge sharing as dependent variable, using SPSS22.0 for analyzing their relationship and proving the research hypothesis put forward before. Empirical results show that structure dimension has significant positive correlation with the quality of knowledge sharing, but has no significant impact on the quantity of knowledge sharing; Cognition dimension has significant positive correlation with the quality of knowledge sharing and the quantity of knowledge sharing; Trust and community ratification in relationship dimension has significant positive correlation with the quality of knowledge sharing, but reciprocity has no significant impact on the quality of knowledge sharing; reciprocity and community ratification in relationship dimension has significant positive correlation with the quantity of knowledge sharing, but trust has no significant impact on the quantity of knowledge sharing.On the basis of empirical research, some management suggestions have been put forward to, including establishing accurate and reliable evaluation criteria, exploring users with high centrality in social network; Classifying the user for management, verifying users' real ID and perfect credibility mechanism; laying down reasonable system of rewards and penalties and guiding users to share knowledge.