Research On Knowledge Sharing Continuous Willingness Of Virtual Community Members Based On Perceived Value Theory

With the continuous development of network information technology,the breadth and depth of its impact are also expanding.As the main application of Web 2.0 technology,the development momentum of virtual community is more and more rapid.It provides a more convenient platform for netizens to exchange information and decision-making while changing people's way of information exchange.More and more people tend to exchange knowledge and information to help in virtual community.Make your own decisions.At the same time,in the era of knowledge economy,the competition among organizations has also gone straight from traditional capital expertise such as land and labor land.Knowledge resources have become the key to the success of enterprises in the market competition.As one of the most important contents of knowledge management,knowledge sharing is of great significance to knowledge innovation of enterprises,and knowledge sharing line at the individual level is the basis of knowledge sharing in organizations.Virtual community itself has the characteristics of openness,spatiotemporal and so on.Its existence and development provide a new platform and opportunity for knowledge sharing at the individual level.But at this stage,although the technology level of virtual community is constantly improving and improving,it is not necessarily able to guarantee the occurrence of members' knowledge sharing behavior.In many virtual communities,members' willingness to share knowledge is still low,and they tend to simply search for knowledge.The research and discussion on the law of members' knowledge sharing behavior in virtual community provides the whole virtual community.The level of district management is of great significance.In the past practice research,the influencing factors of knowledge sharing in virtual community have attracted the attention of many scholars.Scholars have analyzed and studied the influencing factors of knowledge sharing among members of virtual community from sociology,psychology,organizational behavior and other aspects.But through literature reading and combing,it is found that the research on the psychological mechanism of influencing knowledge sharing among members of virtual community is relatively comparative.Few studies have focused on why members are willing to share knowledge again,i.e.sustained knowledge sharing behavior.Therefore,the theme of this study is the sustained knowledge sharing willingness of virtual community members,and the main factors affecting the sustained knowledge sharing willingness of virtual community members and their role paths are analyzed and discussed.Firstly,this study defines the concepts of virtual community,knowledge sharing and so on.Based on the theory of perceived value and expectation confirmation,and on the basis of summarizing the research contents of scholars,this study builds a conceptual model on the relationship between perceived value,satisfaction and willingness to continue knowledge sharing,and draws on the maturity scale of existing research as well.This study focuses on the basic concepts and principles,mainly including the basic concepts of "virtual community","knowledge sharing" and the theory of perceived value and expectation confirmation.Based on the summary of the research contents of scholars,the conceptual model between perceived value,satisfaction and the willingness to share knowledge is constructed by using the model of information system continuous use for reference.Based on the maturity scale of the existing research and the main objectives of this study,a questionnaire for this study was designed,and the respondents were selected to issue the questionnaire and collect data.SPSS19.0 and AMOS21.0 data analysis software were used to analyze the characteristics of sample data and test hypothesis.The following conclusions were drawn:(1)social value and emotional value positively affect member satisfaction,while execution cost negatively affects member satisfaction;(2)practical value,social value,execution cost and satisfaction significantly affect members' willingness to continue knowledge sharing in virtual community.Satisfaction has the most significant effect on dependent variables;(3)Practical value,social value,emotional value and execution cost affect the willingness to continue knowledge sharing through satisfaction,and there is a mediating effect.Finally,this paper puts forward some suggestions for the operators and managers of virtual communities and looks forward to the follow-up research.