An Empirical Study On Perceived Knowledge Ownership And Tacit Knowledge Sharing Willingness In Online Social Networks

The rapid development of Internet technology has brought about the rapid expansion of the scale of online social network,which has gradually become an important medium for people to carry out knowledge interaction.It enables people to get rid of the limitations of time and space to share all kinds of knowledge.At present,based on the survey of various online social network interaction platforms,it is found that knowledge sharing among network interaction agents involves a variety of knowledge forms,mainly text,pictures,video and other explicit knowledge sharing as the main body,while the willingness to share tacit knowledge such as experience and skills with strong personal perception of ownership is constrained by many factors.However,with the beginning of "the first year of knowledge payment in 2016",whether the model of knowledge payment can bring vitality to knowledge sharing,especially whether it will have a certain impact on the willingness to share tacit knowledge with higher potential value,has become the focus of scholars' attention.In this context,when knowledge individual holders perceive their tacit knowledge ownership more intensely,to what extent will they weigh the material incentives(knowledge fees)and spiritual incentives(self-efficacy)brought about by sharing.Furthermore,whether perceptual knowledge individual ownership promotes or hinders the willingness of individual tacit knowledge sharing? Based on this,this paper focuses on analyzing the mediating effect of self-efficacy on Tacit Knowledge Sharing Intention under the regulation of knowledge payment from the perspective of perceiving individual ownership of knowledge.Questionnaire survey was used to investigate 314 online social network users.SPSS22.0 and MPLUS7.0 software were used to conduct standardized data analysis.The results showed that:(1)Psychological ownership of knowledge has a positive influence on tacit knowledge sharing intention;(2)Self-efficacy fully mediates the relations between psychological ownership of knowledge and tacit knowledge sharing intention;(3)The stronger the tendency of knowledge payment is,the positive impact of self-efficacy on tacit knowledge sharing intention will be weakened,and the mediating effect of self-efficacy on psychological ownership of knowledge and tacit knowledge sharing intention will also be weakened.The lower the level of knowledge payment,the stronger the positive influence of self-efficacy on tacit knowledge sharing will be,and the mediating role of self-efficacy in perceiving individual ownership of knowledge and tacit knowledge sharing will also be strengthened.Based on this conclusion,we can not only reveal the mechanism of perceiving the influence of individual ownership of knowledge on tacit knowledge sharing intention in online society,but also inspire the operators of online social networks to fully mobilize individual knowledge holders to actively share their tacit knowledge,and have more theory to excavate a large amount of tacit knowledge deposited in Online social networks.Value enriches the theoretical research on the influence of knowledge attributes on tacit knowledge sharing willingness,which is also a new attempt in the field of knowledge management in this paper.