网络原住民知识共享行为驱动因素的实证研究——以在校大学生为研究对象

Empirical Research on the Driving Factors of Digital Natives' Knowledge Sharing Behavior in Social Media Platforms:Taking College Students as Research Object

互联网时代的到来,使得人们越来越喜欢通过互联网获取相关知识,人们在网络上进行知识共享的行为日益显著,而作为网络原住民的在校大学生更是网络知识共享行为的生力军。通过对网络知识共享行为、同质性、信任和人际关系等方面的文献回顾,建构一个基于同质性、信任和人际关系对网络原住民在社交平台上知识共享行为形成的机理模型,并利用SPSS 24. 0对福建省在校大学生的581个样本进行分析,发现网络原住民在网络知识共享方面活跃度高,网络原住民在网络知识共享方面存在统一性,而且态度同质性、信任、感知网络依附动机和感知网络关系承诺等可以被看作是网络原住民知识共享行为的驱动因素,背景同质性则未能得到验证。

Based on the review of the theories on online knowledge sharing behavior,homophily,trust,as well as interpersonal relationship, this project has conducted the research model on the impacting factors for digital natives’ knowledge sharing behavior. In this research,it delivered the questionnaire among the universities in Fuzhou University District. As the research findings indicated,the frequency of digital natives’ knowledge sharing behavior is high; also,there is no diversity existed among the various digital native groups; in addition,a total of four key factors( attitude homophily,trust,perceived online attachment motivation,and perceived online relationship commitment) without background homophily have been proved as the significant factors of influencing knowledge sharing behavior. Finally,this project provided the approaches of boosting the knowledge sharing behavior on the basis of research results.