Research On The Influencing Factors Of College Students’ Knowledge Exchange Behavior Based On Social Cognition Theory

In the 21 st century,science and technology have developed unprecedentedly.We have made great achievements in scientific and technological innovation,but the sustainable innovation of science and technology must be supported by excellent talents.As the cradle of cultivating talents in society and the country,the research on the influencing factors of College Students’ knowledge exchange behavior will help to improve college students’ understanding of their own knowledge exchange behavior and provide some reference for colleges and universities to formulate college students’ training plan.The main purpose of this study is to find the factors that have a significant impact on the knowledge exchange behavior of college students,and then put forward practical suggestions according to the influencing factors.Firstly,taking college students as the research group,based on social cognitive theory,combined with Maslow’s hierarchy of human needs theory,trust theory,technology acceptance model and behavior satisfaction theory,this paper puts forward13 hypothetical influence variables from three perspectives: environment,individual and behavior: self-efficacy,basic needs,knowledge needs,social and access to respect needs,selfish desires,altruism,ease of use,effectiveness,surrounding environment Object environment,behavior satisfaction,behavior trust.Secondly,the data sample collection of this paper is completed through the distribution and recovery of the questionnaire.The reliability and validity test,correlation and regression analysis of the sample data are carried out by using the data statistical analysis software SPSS,so as to complete the analysis and verification of the theoretical model and research hypothesis.Finally,through empirical research,it is found that: Self-efficacy(β= 0.155,P= 0.004 < 0.01),knowledge demand(β= 0.186,P = 0.000 < 0.01),altruism(β=0.135,P = 0.008 < 0.01),ease of use(β = 0.193,P = 0.000 < 0.01),behavior satisfaction(β= 0.145,P = 0.003 < 0.01),behavioral trust(β= 0.111,P = 0.027 <0.05),behavioral reciprocity(β = 0.109,P = 0.029 < 0.05)seven variables can significantly positively affect college students’ knowledge exchange behavior.Among them,knowledge needs and ease of use of communication methods have a significant positive impact on College Students’ knowledge exchange behavior.The remaining variables: basic needs,social and respect needs,selfish desires,way effectiveness,surrounding environment,object environment,although there is no causal relationship with the dependent variables,college students’ knowledge exchange behavior still has a significant correlation,in which selfish desires are a significant negative correlation.