Research On The Factors Affecting Knowledge Sharing Of Social Q&A Websites Based On The Theory Of Planned Behavior

With the development and popularization of big data economy and internet technology,information and knowledge have been spread cross time and space,and been shared by everyone on the internet.Under this background,social question and answer communities came to being.As a system of knowledge sharing and a synthesis of social community and information sites,social Q&A sites make users work together and inform a model of user generation content of "question-answer-feedback".Answer content is the particpation form of the social Q&A sites users.And the quality of answers is the key factor affecting development of the social Q&A sites.As we all know,promoting users knowledge sharing can improve the quality of questions and answers.But the operation of Q&A communities faces some bottlenecks at present,such as lower user knowledge sharing intention,and the quality of Q&A contents are various greatly.Hence there is vitally important practical significance studying on factors of knowledge sharing behavior of users.However,the related literatures mostly concentrate on the knowledge sharing of traditional virtual communities adopting many theories like Social exchange theory?Social capital theory?motivation theory and technology acceptance model to conduct participants' behavior.But there are few literatures focusing on the factors influencing knowledge sharing on social Q&A sites which is newly emerging?combining social and knowledge communication.This research tries to rich this field.According to the Theory of Planned Behavior and based on the existing literature study,in combination with the actual situation of social Q&A communities,this paper wants to explore the effects of trust,outcome expectations,subjective norms and knowledge sharing self-efficacy on knowledge sharing in social Q&A communities,and tries to explore the explanatory power of Theory of Planned Behavior on the user's knowledge sharing behavior of the social Q&A websites.From the perspective of individual behavior,this paper constructs the theoretical model of influencing factors of knowledge sharing behavior for social Q&A websites.Employing the method of questionnaire survey to collect data,the research uses SPSS21.0 to analyze reliability?validity and correlation of sample data,uses AMOS21.0 to analyze structural equation model to verify the theoretical model and assumptions.The research conclusions prove that the Theory of Planned Behavior exactly has very strong explanatory power to the user's knowledge sharing behavior.And trust?outcome expectations?knowledge sharing self-efficacy?subjective norms all have positive influence on knowledge sharing intention and knowledge sharing behavior.And knowledge sharing intention plays a mediating role between Knowledge sharing self-efficacy and knowledge sharing behavior.Finally,according to the research conclusions,the paper offers some operation suggestions for social Q&A sites in order to maintain sustainable development.