Research On User Knowledge Contribution Behavior In Enterprise Virtual Community

With the popularity of the Internet and the further development of social media,more and more enterprises begin to build their own virtual communities to build direct interaction with customers and attract users to participate in knowledge contribution for knowledge innovation.Enterprise virtual communities emerge as The Times require.However,enterprise virtual community brings many conveniences such as immediacy,freedom,good manageability and flexibility to the interaction between enterprises and employees.However,when enterprise virtual community has the convenience of low cost and high recovery,it also has problems such as users' failure to participate in and evaluate knowledge creation,low willingness to participate in knowledge contribution and low quality of contribution.At present,very few researches classify knowledge contribution behaviors according to their characteristics and users' differences,and few empirical researches reflect users' behaviors from the perspective of behavioral intention.But for the enterprise virtual community,knowledge creation and innovation is the core of knowledge contribution behavior,only community members continuously carry out knowledge and information innovation can bring essential benefits to the enterprise,help the enterprise to carry out product innovation with the least cost.Therefore,it is of great practical significance to classify knowledge contribution behaviors in enterprise virtual communities and study their influencing factors.After reading and sorting out relevant literature and on the basis of entity research,in this paper,the knowledge contribution behavior of users in the enterprise virtual community is divided into three categories: knowledge participation contribution behavior,knowledge evaluation contribution behavior and knowledge creation contribution behavior.The relationship and mechanism of the three knowledge contribution behaviors are also discussed.Secondly,this paper integrates TPB theory and ecosystem theory,lists the influencing factors of three kinds of contribution behaviors from the perspective of micro system,outer system and macro system,and constructs a comprehensive model of knowledge contribution intention.Finally,this paper took Haier enterprise community as the object of entity research,and used SEM to verify and analyze the influence factor models of knowledge participation contribution behavior,knowledge evaluation contribution behavior and knowledge creation contribution behavior,and finally reached the following conclusions:(1)From the perspective of micro-system of ecosystem theory,this study confirmed the positive correlation between knowledge contribution attitude,subjective norms,perceived behavior control and knowledge contribution intention in three models of influencing factors of knowledge contribution behavior.(2)From the perspective of the outer system level of ecosystem theory,information quality and interpersonal interaction positively influence the perceived behavior control of theusers who participate in the contribution of knowledge,and the sense of identity positively influence the attitude of the members who participate in the contribution of knowledge.Information quality,interpersonal interaction and self-efficacy are positively correlated with the perceived behavior control of users in knowledge evaluation contribution behavior,and reciprocity is positively correlated with members' knowledge evaluation attitude.There is a positive correlation between the pleasure of helping others and the level of knowledge and the perceived behavior control of the users.(3)From the macroscopic system level of ecosystem theory,there is a positive correlation between cultural atmosphere,brand influence,organizational incentive and members' knowledge participation attitude.There was a positive correlation between cultural atmosphere,organizational motivation and members' knowledge evaluation attitude.Technology environment,brand influence and organizational motivation are positively correlated with members' knowledge creation attitude.Based on these conclusions,this research in the last according to the characteristics of enterprise virtual community of knowledge exchange respectively from knowledge contribution behavior,behavior,knowledge creation contribution behavior and enterprise evaluation in virtual community as a whole has reference and puts forward some reference Suggestions,in order to the future development of virtual community for the enterprise to lay the good foundation of theory and practice,and the future research are prospected.