基于快速“关系”的虚拟社群成员持续分享知识的动机研究

The Motivations of Virtual Community Members' Continuous Sharing of Knowledge,Based on Swift "Guanxi"

[目的/意义]持续的知识分享是虚拟社群能够存续与成功的基础,然而事实上虚拟社群面临的最大挑战就是成员持续知识分享的意愿不高。[方法/过程]从社会交换的观点出发,探究持续知识分享的成因。为了反映虚拟社群互动与现实互动的差异,引入快速关系的概念,将快速关系分为收益导向与限制导向两种类型(前者强调维持关系带来的收益,后者强调中断关系所产生的成本)。对235份有效样本进行分析。[结果/结论]分析结果显示,收益导向与限制导向快速关系对持续知识分享意愿均有显著的正向影响,而且两者预测力度基本相当。此外,对快速关系的前因进行探索后发现,社群投入与共同愿景都会促进收益导向与限制导向快速关系。其中,社群投入对收益导向快速关系的预测力度更大,而共同愿景对限制导向快速关系的预测力度更大。

[Purpose/Significance]Continuous knowledge sharing is the basis for the survival and success of virtual communities. How-ever,the biggest challenge for virtual communities is that members' willingness to share knowledge is not high.[Method/Process]From social exchange point of view,the paper explores the causes of continuous knowledge sharing. In order to reflect the difference between virtual community interaction and realistic interaction,the concept of swift guanxi is introduced,which divides fast relationship into two types: dedication-oriented and constraint-orientation( the former emphasizes the benefits of interaction,the latter emphasizes the cost of interruption).[Results/Conclusion]The results of the analysis of 235 valid samples showthat the swift guanxi between dedication-orientation and constraint-orientation has a positive effect on the willingness to share knowledge,and the two levels of predicting are basically the same. In addition,the exploration of the predecessor of the swift guanxi reveals that community engagement and shared vision will promote the swift guanxi between dedication-orientation and constraint-orientation. Among them,the community engagement in the swift guanxi between the yield-oriented forecast is greater,and the common vision of the swift guanxi between the constraints to guide has the greater efforts to predict.