基于需求理论的网上知识交易动机研究

威客模式是通过互联网进行知识交易的模式。本研究调查了网上知识交易中的知识提供者即威客的参与动机,以ERG需求理论和成就需求理论分别对威客参与知识交易的需求和动机的关系建立模型,运用来自中国注册人数最多的三个威客网站的361份调查问卷数据,采用SPSS和Lisrel8.7对两个模型分别进行了验证。研究结果表明,ERG理论解释网上知识交易动机不适合,而成就动机理论可以解释知识提供者愿意通过网上交易模式参与知识交易的动机,成就动机是知识提供者的主要动机。此研究结论对知识交易形式的进一步发展有一定的意义。

Witkey model is a knowledge transaction model in Internet. The study explored the motivation of knowledge providers online （also named Witkey） during knowledge transactions on the Internet. Based on theories of ERG needs and achievement needs, two models of relationship between the needs and the motivation of knowledge transaction providers online were established. 361 questionnaires came from 3 Witkey websites whose registered numbers are the largest in China were analyzed, and the data were used to inspect the two models by SPSS and Lisrel8.7. The result indicates that need for achievement, need for power and need for affiliation have significant and positive impacts on the motivation of knowledge providers online. Achievement motivation theory could interpret the motivation of knowledge providers to take part in online knowledge transactions. The achievement motivation is also the most important motivation of knowledge providers in knowledge transaction.