The Influence Of Social Learning Style On The Willingness To Share Knowledge In Transactional Virtual Community

The post-knowledge-based economy era we are living in is characterized by technicalization,informatization and networking.Under the characteristics of this era,the existence form of community also changes from entity to virtualization.With the deepening of the research on virtual community,the current research pays more attention to the change of knowledge sharing and social relations in virtual community.Transactional virtual community is a typical type of virtual community,in which the knowledge sharing of community users brings huge business opportunities to the development of contemporary e-commerce.Exploring the factors influencing the willingness of knowledge sharing in transactional virtual communities is helpful for in-depth analysis of the internal mechanism of users’ knowledge sharing behavior in the community,helping platform operators and major businesses to understand the learning process of consumers,helping to create a good atmosphere of knowledge sharing and promoting the development of transactional virtual communities.Therefore,this paper makes an empirical study on the influence of social learning style on knowledge sharing intention in transactional virtual community.On the premise of studying the influence of social learning style on the willingness to share knowledge in transactional virtual community,this paper reviews and sorts out literature on virtual community,knowledge sharing in virtual community,social learning theory and metacognitive ability theory,so as to understand the current research status and construct a theoretical model.Based on the social learning theory,the learning methods are divided into observational learning and reinforcement learning.In combination with the learning process theory,the influence of different social learning methods on the willingness to share knowledge in transactional virtual communities is studied,and the theoretical model is constructed and studied.This paper adopt the way of experiment method and questionnaire investigation method,adopt the kang and metacognitive ability scale measurement of metacognitive ability,taobao is given in the specific situation of the observational learning and reinforcement learning,asked subjects to recall his former experience,the degree of learning goals to achieve and knowledge sharing willingness to measure two variables.Questionnaires to collect 417 questionnaire collected data using SPSS21.0 processing,the research conclusion:(1)observational learning and reinforcement learning will positively influence learning goals to achieve degrees(2)the influence of the intensive study on the learning objectives to achieve greater(3)both social learning style by learning goal to reach a degree of role in knowledge sharing intention(4)metacognition ability can adjust the learning result of community members.This paper introduces social learning and learning process into the study of knowledge sharing in virtual communities,and provides a new perspective for future research.The research conclusion can provide the theoretical basis for the platform and the merchants,strengthen the management of knowledge sharing in the community,take measures to enhance the observation and learning results of community members,create a stronger atmosphere of knowledge sharing,and promote transactions.At the same time,community members are encouraged to learn the knowledge they need,reduce the search cost,improve metacognitive ability,and improve the quality and efficiency of shopping.