Study On The Mechanism Of Wechat Business Knowledge Sharing On Wechat Moments

Knowledge is a key resource for both enterprises and individuals.The importance of knowledge management has been paid more and more attention by enterprises and individuals,and knowledge sharing as the most critical link of knowledge management activities has been also widely concerned by academia.With the rapid development of Internet in this new economic era,knowledge dissemination and sharing is indispensable to e-commerce business.And as a new phenomenon of mobile e-commerce,Wechat Business has some advantages with low barriers,low operation costs and easy-to-do,it has attracted more and more individuals and enterprises to enter.This paper aims to study the wechat business knowledge sharing behavior of Wechat Moments users and to analyze the influence mechanism of wechat business knowledge sharing.This paper not only can rich the related theories of knowledge management and knowledge sharing,but also has certain practical significance for development of wechat business.In this paper,we come up with four influencing factors of wechat business knowledge sharing behavior,they are social relationship strength,perceived knowledge value,psychological identity and perceived risk.And we also raise a wechat business knowledge sharing mechanism model of Wechat Moments and propose some hypotheses.In order to deeply analyze the influence mechanism of wechat business knowledge sharing behavior,social relationship strength is divided into four measurement dimensions:interaction frequency,emotional strength,reciprocity degree and cohesion degree;perceived knowledge value is divided into three measurement dimensions:usefulness,profitability and entertainment;psychological identity is divided into two measurement dimensions:emotional identity and rational identity;perceived risk is divided into two measurement dimensions:psychological risk and time risk;and knowledge sharing behavior is divided into two measurement dimensions:interaction and sharing.Through 322 pieces of effective questionnaires,the final results show that social relationship strength and its dimensions can positively affect psychological identity,the dimensions of reciprocity and cohesion have the most significant impact on psychological identity;perceived knowledge value and its dimensions can positively affect psychological identity,and the effect of usefulness and entertainment on psychological identity is more significant than profitability;social relationship strength and its dimensions can affect the psychological identity through positively impacting perceived knowledge value;psychological identity can significantly positively impact on knowledge sharing behavior.Although the moderating effect of perceived risk between psychological identity and knowledge sharing behavior is not verified,the moderating effect of psychological risk between emotional identity and knowledge sharing behavior has been verified.Based on the research conclusion,we discuss the two paths of wechat business knowledge sharing mechanism on Wechat Moments:Social Relationship Strength—Psychological Identity—Knowledge Sharing Behavior and Social Relationship Strength—Perceived Knowledge Value—Psychological Identity—Knowledge Sharing Behavior.At last,we put forward some suggestions for wechat business industry.