The Impact Of Plantform Governace Mechanism On Knowledge Contribution Of Users

The purpose of enterprises to establish virtual communities is to save the cost of products and services of enterprises through interactive communication and problem-solving between users,to obtain consumer product ideas and co-create knowledge resources,so as to improve the innovation ability of enterprises and bring value to enterprises.The establishment of the corporate virtual community has met the enterprise's needs for knowledge resources and product ideas to a certain extent.However,the behavior of users in domestic corporate virtual communities has been unsatisfactory,mainly reflected in the slow growth of the number of users,the low level of activity,and the uneven quality of creativity.Qi and other issues,that is,the lower level of user knowledge contribution.In response to these phenomena,the enterprise platform should take timely and effective measures to intervene.However,previous studies have mainly focused on the influence of individuals' own motivation factors,and the impact on the technical environment and incentives of virtual communities.Only a few scholars have conducted preliminary research.Therefore,it is of great theoretical and practical significance to explore the mechanism of the effect of governance mechanism on knowledge contribution behavior.From the perspective of platform governance,this study explores the mechanism of the impact of platform governance on the user's knowledge contribution behavior.First,the user's knowledge contribution behavior is subdivided into knowledge participation contribution behavior,knowledge evaluation contribution behavior,and knowledge creation contribution behavior in combination with the corporate virtual community environment.Second,the governance mechanism is divided into two types: the promotion governance mechanism and the constraint governance mechanism.Dimension,the promoted governance mechanism includes encouragement interaction,incentive mechanism,reputation mechanism,and the constrained governance mechanism includes community norms and supervision mechanism;then,it introduces perceived value and perceived trust as the intermediate variables of governance mechanism and knowledge contribution behavior to build the research model of this paper.The research hypothesis is put forward.Finally,the results of the questionnaire are used to verify the research hypothesis.This study draws the following main conclusions:(1)Promotional governance mechanism significantly affects perceived value and perceived trust,of which reputation mechanism has the greatest impact on perceived value and perceived trust(2)Constrained governance mechanism is significantly positive Affects perceived trust.Among them,community norms have a greater impact on perceived trust,while supervisory mechanisms have a much smaller impact on perceived trust.(3)Both perceived value and perceived trust positively and significantly affect the three knowledge contribution behaviors.Among them,the influence of perceived value on knowledge participation,knowledge evaluation,and knowledge creation contribution behavior is gradually increasing;perceived trust has the greatest impact on knowledge evaluation contribution behavior,and the least on knowledge creation contribution behavior.And the influence of perceived value on the three knowledge contribution behaviors is higher than perceived trust.(4)Perceived value has a certain intermediary role between the promoting governance mechanism and the three knowledge contribution behaviors.(5)Perceived trust has a certain intermediary role between two governance mechanisms and three knowledge contribution behaviors.Based on these conclusions,this study combines the characteristics of corporate virtual communities at the end,and puts forward some management suggestions from three aspects: knowledge participation contribution behavior,knowledge evaluation contribution behavior,and knowledge creation contribution behavior.And practical basis,and the future research is prospected.