人格特质对虚拟社区知识共享的影响:以内在动机为调节变量

Study on the Effects of Personality Traits on Knowledge Sharing with Moderating Effects of Intrinsic Motivation

从人格的大五模型出发,基于创新扩散理论和社会价值取向的概念,研究了人格特质对虚拟社区知识共享的影响,以及内在动机的调节作用。采用潜在回归分析和简单斜率分析,对304份维基百科的活跃样本进行了实证检验。结果表明:潮流领导者特质和亲社会价值取向对知识共享有显著的正向影响;意见领袖特质对知识共享有显著的负向影响;内在动机在潮流领导者特质与知识共享之间起正向调节作用,而在亲社会价值取向与知识共享之间起负向调节作用。

From the perspective of the Big Five Personality Model,and adopting innovation diffusion theory and the concept of social value orientation,the effects of personality traits on knowledge sharing,and the moderating effects of intrinsic motivation in a virtual open content community are investigated.The paper uses latent regression and simple slope to make an empirical analysis of a sample of active uses of Wikipedia（N=304）.The results support the notion that knowledge sharing is associated with higher levels of trendsetting and a prosocial value orientation,and a lower level of opinion leadership.Moreover,moderation analyses demonstrate that the effect between trendsetting and knowledge sharing is positively moderated by intrinsic motivations,and the effect between prosocial value orientation and knowledge sharing is negatively moderated by intrinsic motivations.