Research On Knowledge Sharing Behavior In Social Media Based On The Social Cognitive Theory

With the rapid development of information technology,using social media has become a mainstream behavior of people.By mediating interpersonal relationships,social media offers new opportunities and challenges for promoting cooperation between individuals.In the knowledge-based enterprises represented by the Internet,corporate social media has become an important tool to promote knowledge sharing among employees.In 2019,Tiktok alone reached more than 14 million knowledge-related videos,while the number of responses on Zhihu,a traditional knowledge-sharing community,exceeded 100 million as early as 2018.So what motivates users to share knowledge?Despite many scholars gave his answer to this question,but is the major influencing factors in the study of altruism,trust,such as personality traits,personal factors and organization atmosphere,leadership traits,such as social capital social factors,very few studies have focused on social media technology and function changes the environmental factors.Therefore,based on social cognitive theory,this paper introduces technology affordance as a technology environment variable,and tests the impact of technology environment on social media users' knowledge sharing behavior through empirical research.The Bootstrap method of mediation analysis was used to verify the full mediating effect of knowledge sharing self-efficacy on the affordance(editability,visibility,association and feedback)of social media technology and the intention of knowledge sharing.Through the structural equation model,the direct influence of knowledge sharing self-efficacy on knowledge sharing intention and the direct influence of knowledge sharing intention on knowledge sharing behavior are verified,which is in line with the previous research conclusions of foreign scholars.On the other hand,this paper innovatively introduces the affordance of social media as a technological environment into the theoretical framework of social cognitive theory,and clarifies that the current functional design of social media promotes users' sharing behavior by improving users' self-efficacy in knowledge sharing.The conclusion of this study shows that at the application level,social media platforms can promote users' knowledge sharing by improving the affordance of technology.Of the four kinds of technology affordance that this study focuses on,feedback has the best performance in mediation analysis and path analysis,so it should be given priority in practice.In the aspect of theoretical research,this paper analyzes the affordance of social media technology how to reduce the difficulty of knowledge sharing,raise the expected results,meet the social demand and so on ways to improve knowledge sharing self-efficacy to improve user of willingness to share and knowledge sharing behavior,for the subsequent research on knowledge sharing behavior provides a new train of thought and method.