Research On The Influence Of Knowledge Sharing On User Satisfaction Of Online Question & Answer Community

With the rapid development of information technology,the penetration of the Internet is continuously rising and the Internet service is more and more diversified and personalized.The way people accessing to information is no longer a simple search,they begin to seek network interaction and communication.Nowadays the online question&answer(Q&A)community which based on web 2.0,satisfing user's demand of information well and providing the community users with a platform for communication and knowledge sharing,is extremely popular and rapidly growing.The most main characteristic of online Q&A community is asking and answering questions,namely,knowledge sharing.If there is no plenty of questions and answers,online Q&A community will end in failure.Therefore,for the success of online Q&A community,we must do the thorough research of users and knowledge sharing.We should explore the influence mechanism of knowledge sharing on user satisfaction so as to improve user satisfaction and enhance the user loyalty.Through the review of literature,we find that most of the present study is focusing on researching the influencing factors and continuous behaviors of knowledge sharing.However,it is seldom that applying the perceived value theory to the research of influence on user satisfaction of knowledge sharing.Therefore,based on the existing literature and the cognitive psychology of "external variables,cognition,emotion,behavior" paradigm,we consider the perceived value as a intervening variable and built a conceptual model.Next,referring to maturity scale of home and abroad,we design a questionnaire for this study and conduct online survey to collect research data.Then we use the software of SPSS 19.0 and AMOS22.0 to statistically analyze the 196 valid questionnaires and get the following conclusions:knowledge sharing of Q&A community have a significant influence on user satisfaction.And knowledge sharing will increase the community user's satisfaction through the user perceived value(includes four dimensions:the use value,social value,emotional value,and reciprocal value).Namely,the user perceived value plays a partial intermediary role in the proress of knowledge sharing's influence on user satisfaction-Finally,the conclusions of this research are summarized and discussed,we put forward the corresponding management implications and future research prospects.All in all,this paper uses empirical research method to put forward and verify the model of knowledge sharing's effects on user satisfaction of online Q&A community.In this paper,the research results contribute to the understanding and attention on knowledge sharing,and also provide guidances for the community operators on how to improve user satisfaction.