人际关系动机对虚拟品牌社区知识共享行为的影响机制研究——一个被调节的中介模型

Research of the Impact of Interpersonal Relationship Motivation on Knowledge Sharing Behavior in Visual Brand Communities:A Moderated Mediation Model

以归属需要理论和努力理论为基础,探究虚拟品牌社区中人际关系动机对知识共享行为的影响及其内在作用机制。研究结果表明:在虚拟品牌社区中,努力在人际关系动机和知识共享行为间起中介作用;人际和谐取向调节了人际关系动机和努力之间的关系;人际和谐取向对人际关系动机——努力——知识共享行为这一中介作用有调节作用,即与工具型人际和谐取向下的社区成员相比,价值观型人际和谐取向下,社区成员的努力对人际关系动机与知识共享行为间的中介作用更强。

Knowledge sharing behaviors are critical to the development of virtual brand communities. On the basis of effort and attribution theory, this study investigates the influence of interpersonal relationship motivation on knowledge sharing behaviors, as well as the medi- ating （effort） and moderating （interpersonal harmonious orientation） variables of this relation in visual brand communities. The results of our study indicate that effort mediates the relationship between interpersonal relationship motivation and knowledge sharing behaviors.In- terpersonal harmonious orientation moderates the relationship between interpersonal relationship motivation and effort, and also moderates the mediating effect. That is, the indirect effect of interpersonal relationship motivation on members＇ knowledge sharing behaviors via ef- fort is significantly stronger when members pursue value harmony relative to the context in which members pursue instrumental harmony.