The Influence Of Incentive Mechanism On Knowledge Exchange Of Virtual Community And The Moderating Effect Of User’s Personality Traits

With the rapid development of internet and information technology,the way of communication between individuals and organizations has been greatly improved.As a new form of community,virtual community has quietly developed.It breaks the restriction of time and space,and brings together a group of people with similar interests and certain information needs to form a complex communication network.With the deepening of communication among community members,content generated by users in the community has gradually become the key to support the sustainable development of the community,and the process of knowledge exchange between users will continue to stimulate users to create new content.As participants of knowledge exchange,users are the core elements.Therefore,it is of great significance to study virtual community users and their knowledge exchange to improve the effectiveness of community knowledge exchange and promote the development of virtual community.In Chapter 1,through reviewing the relevant.literatures,it is found that the current academic research on the characteristics of users in virtual communities is only in a relatively superficial description,especially,there are certain limitations in the in-depth study of user’s personality traits.As well,in the research on the impact of virtual community platform on the effect of knowledge exchange,it is more inclined to analyze the influence of technical factors and community network structure,and the system analysis of platform management,especially incentive mechanism,is slightly weak.Therefore,based on the previous research results,this study uses these theories in Chapter 2(such as incentive theory,Big Five personality theory,S-O-R model,etc.)to construct a research model of the influence of incentive mechanism and user’s personality traits on the knowledge exchange intention of virtual community users in Chapter 3.In the empirical research of Chapters 4 and 5,this study first designed eight contextual questionnaires,and collected 242 valid sample data using the online questionnaire method,and then used some analytical methods(such as structural equation modeling,hierarchical multiple regression)for data analysis in Chapter 5.The following conclusions:firstly,virtual community users’s perceived altruism,perceived pleasure and perceived identity have a positive impact on their willingness to exchange knowledge.Secondly,incentive mechanism has a significant positive impact on user’s perception.Specifically,environmental incentives have a significant positive impact on users’ perceived altruism,perceived pleasure,and perceived identity;material incentives have a significant positive impact on user’s perceived pleasure;spiritual incentives also have significant positive effects on users’ perceived altruism,perceived pleasure,and perceived identity.Thirdly,personality traits have a moderating effect in the relationship between incentive mechanism and user’s perception.Specifically,user extraversion has the most significant moderating effect on the relationship between environmental incentives and user’s perception.The other four personality traits also have different degrees of moderating effect.But the five personality traits have no significant moderating effect on the relationship between material incentives and users’perceived pleasure.Based on the above results,this study puts forward some suggestions and countermeasures for knowledge exchange of the virtual community in Chapter 6,such as enhancing the community reciprocal atmosphere and creating a good knowledge exchange environment,giving users more community support and enhancing the community sense of belonging,etc.This study has the following contributions:based on the incentive theory,this study systematically analyzes the influence of environmental incentives,material incentives and spiritual incentives on user’s perceived altruism,perceived pleasure and perceived ldentity in the proeess of knowledge exchange.From the perspective of user’s psychology,this study analyzes the impact of virtual community incentive mechanism on user’s willingness to participate in community knowledge exchange,and helps virtual community platform to understand how external incentive mechanism plays a role in user’s knowledge exchange willingness,so as to develop a more effective incentive mechanism.In addition,this study also introduces the Big Five personality traits that have received much attention in the fields of psychology and user behavior.Based on the Big Five personality theory,the moderating effect of personality traits is analyzed from the five dimensions of extraversion,neuroticism,openness to experience,agreeableness and conscientiousness on the relationship between incentive mechanism and user’s perception,which provides a new analytical perspective for the virtual community to improve spiritual incentives and environmental incentives.