基于社会资本与动机理论的在线健康社区医学专业用户知识共享行为分析

Analysis of Knowledge Sharing Behavior of Medical Professional Users in Online Health Communities Based on Social Capital and Motivation Theory

【目的】结合动机理论和社会资本理论,从多个维度探讨影响医学专业用户知识共享意愿的因素。【方法】采取问卷调查法在线收集数据,利用SPSS20进行描述性统计及因子分析,并结合结构方程模型的实证方法对研究假设进行检验。【结果】信任(β=0.10, P<0.05)、共享愿景(β=0.19, P<0.01)、利他主义(β=0.17, P<0.05)、声誉(β=0.12, P<0.05)以及健康知识自我效能调节作用下的利他主义对知识共享意愿(β=0.13, P<0.05)均有积极显著的影响。社会联结、认同和互惠等因素的影响不显著(P>0.05)。【局限】对不显著的变量还需挖掘更深层次的原因。【结论】本文为在线健康社区医学专业用户知识共享行为的相关研究提供理论依据,为在线健康社区管理者制定医学专业用户知识共享激励机制提供参考建议,具有一定的实践意义。

[Objective] Based on social capital theory and motivation theory,this paper constructs a research model and explores the factors affecting the willingness of medical professional users to share knowledge from multiple dimensions.[Methods] The questionnaire survey method is used to collect data online,SPSS20 is used for descriptive statistics and factor analysis,and the structural equation model is used to verify the hypotheses.[Results] The results are as follows:trust (β=0.10,P<0.05),shared vision(β=0.19,P<0.01),altruism(β=0.17,P<0.05),reputation(β=0.12,P<0.05),and altruism moderated by knowledge self-efficacy have a positive significant impact on the willingness to share knowledge β=0.13,P<0.05),but social interaction,identification,reciprocity have no significant impact on the willing to share knowledge (P>0.05).[Limitations] There is also a need to dig deeper reasons for variables that are not significant.[Conclusions] The results provide a theoretical evidence for the research of medical professional user's knowledge sharing intention,and provides references for online health community managers to formulate knowledge sharing incentive mechanism for medical professional users,which has certain practical significance.