The Influence Of "Zhihu" Platform's Sharing Culture On Users' Intention To Share Knowledge And It's Promotion Strategy

With the popularization of Internet technology,various types of virtual communities have appeared on the network to meet people's different needs on the Internet.At the same time,the domestic knowledge economy is also developing rapidly,and knowledge has become the most valuable capital,so knowledge sharing has become an indispensable part of the process for companies to improve their competitiveness,promote innovation,and continue to develop.As an important platform for Internet knowledge sharing,virtual communities have become a topic of general concern for how to enhance users 'intention to share knowledge and promote users' knowledge sharing behavior.As the largest social question answering community and knowledge sharing platform in China,the "Zhihu" platform is distinguished from other virtual communities by its good sharing culture.Therefore,it is the focus of this research to discuss what the user knows about the sharing culture of the "knowledge" platform and how it affects the user's intention to share knowledge.The research in this article is firstly conducted by using semi-structured interviews with 15 users who know about the platform,to study what the shared culture is,which dimensions may be included,and whether it is consistent with previous studies on virtual community sharing culture.Then,based on the theory of planned behavior,adding the pre-dependent variable of shared culture on the basis of the traditional planned behavior theory,a new research model of the impact of shared culture on users' intention to share knowledge is proposed.In this study,the users of the "knowledge" platform were used as the research object to design questionnaires and conduct empirical research.The questionnaire data was collected using the online network paid collection method for this questionnaire.452 questionnaires were recovered,of which 381 were valid.The collected data are sorted and analyzed,and the data is tested for reliability and validity,common method deviation test,descriptive statistical analysis,correlation analysis,confirmatory factor analysis,structural equation model path analysis and so on through SPSS and Amos software.Through empirical research,this study draws the following conclusions:(1)The shared culture of the "knowledge" platform that users can perceive contains three dimensions:openness,fairness,and identity;(2)the shared culture can be directly positive Affect the user's intention to share knowledge,that is,the more positive the user's perception of community sharing culture,the stronger the user's intention to share knowledge;(3)The shared culture can also indirectly affect the user's intention to share knowledge through positive influence attitudes and subjective norms,that is,user perception The more active the community sharing culture,the stronger the user's knowledge sharing subjective norms and knowledge sharing attitude,and the stronger the user's intention to share knowledge.The following enlightenments are proposed to the administrators of the virtual community:(1)establish an active and open community interaction atmosphere to enhance the open dimension of the shared culture;(2)establish and improve the community management mechanism to enhance the shared culture's sense of fairness;(3)Actively carry out online and offline activities to enhance the identity dimension of shared culture.Through these measures,users can feel openness,fairness and recognition in the community,and enhance their intention to share knowledge.