健康问答社区中知识分享意愿的影响因素研究

The Factors of Knowledge Sharing Intention in the Health Q&A Communities

近些年来,健康问答社区变得越来越流行。然而,较少社区能成功地维持用户并激励他们分享知识。本文将个体动机理论和社会资本理论结合起来,构建一个集成模型来研究健康问答社区用户的知识共享意愿的影响因素。根据获得的307份有效调查问卷,本文使用SPSS20.0和AMOS20.0检验所提出的假设。研究发现,个体动机变量中,互惠、利他主义和同情对知识共享的意愿均有显著影响。其中,利他主义的影响作用最大。社会资本的变量中,社会交互和社会信任对知识共享的意愿影响均显著,社会信任的影响作用更大。

Health Q＆A commmfities have become increasingly popular in recent years. However, few communities have been successful in retaining members and motivating members to share knowledge. This paper combined individual motivation theo- ry and social capital theory and established an integrated nlodel to study the factors affecting knowledge sharing intention in health Q＆A communities. Through analysis of 307 valid questionnaires by SPSS20.0 and AMOS 20.0 software, this paper tested hy- potheses. The results showed that, among the individual motivation variables, reciprocity, ahruism and empathy had significant impact on knowledge sharing intention. Altruism had a greater influence on the knowledge sharing intention. Among the social capital variables, social interaction and social trust had significant impact on knowledge sharing intention. Social trust had a greater influence on the knowledge sharing intention.