在线健康社区用户知识分享行为研究

Research on Knowledge Sharing Behavior of Online Health Community Users

【目的/意义】在线健康社区的快速发展为用户获取医疗健康信息和服务提供了重要平台。但用户主要以搜索和浏览信息为主,缺乏知识分享意愿,这将影响社区的可持续发展。整合信息系统成功模型和社会支持两个视角,研究了在线健康社区用户知识分享行为。【方法/过程】对收集的326份有效问卷采用结构方程模型进行分析。【结果/结论】研究结果发现,信息质量和服务质量显著影响用户对社区的信任,信息支持和情感支持显著影响用户对其他成员的信任,信任和隐私风险决定用户知识分享的意愿。研究结果启示在线健康社区应重视信息服务质量,为社区用户创造可信的互动环境,减少用户隐私担忧,从而促进成员的知识分享意愿和行为。

【Purpose/significance】The rapid development of online health communities provides an important platform for users to obtain health care services. But users mainly search and browse information and lack the intention to share knowledge. This may impede the sustainable development of the community. Integrating both perspectives of information system success model and social support, this research examined online health community users’ knowledge sharing behaviour.【Method/process】326 valid samples were collected and analyzed with the SEM software.【Results/conclusions】The results indicate that information quality and service quality significantly influence trust in community, whereas informational support and emotional support affect trust in members. Further, both kinds of trust and privacy risk significantly affect users′intention to share knowledge. The results imply that online health community service providers should pay attention to the quality of information services, create a trustworthy interactive environment, and reduce users′ privacy concern in order to promote their knowledge sharing intention and behaviour.