虚拟社区信息获取与信息共享意愿和行为的实证研究

Empirical Research on Information Acquiring and Information Sharing Intention and Behavior in Virtual Communities

研究基于技术接受模型,结合社会认知理论、社会交换理论、激励理论,探讨虚拟社区中信息获取与信息共享的意愿和行为。结果显示:感知信息获取有用、自我效能和认同是信息获取意愿的主要影响因素,感知信息获取有用和信息获取意愿对信息获取行为有显著影响,感知信息共享有用、自我效能、成就需求、权力需求和信息获取行为对信息共享意愿有显著影响,信息共享意愿和信息获取行为对信息共享行为有显著影响。

This study analyzes information acquiring and information sharing intention and behavior in virtual communities in a research model based on revised TAM（Technology acceptance model） together withself-efficacy, identity and incentive theory. The results can be described as follows： Perceived informationacquiring usefulness, self-efficacy, and identity has remarkably positive effect on information acquiringintention. Perceived information acquiring usefulness and information acquiring intention also affects information acquiring behavior remarkably. Perceived information sharing usefulness, self-efficacy, demandfor achievement, demand for power, and information acquiring behavior affects information sharing intention remarkably, while identity, expectation of reciprocity and demand for affiliation has little effect on in-formation sharing intention. Information sharing intention and information acquiring behavior affects information sharing behavior remarkably, while perceived information sharing usefulness has little effect on information sharing behavior.