社交网络中用户体验效用对知识持续共享意愿影响研究

Research of Effect of Experienced Utility on Continuous Sharing Intention of Knowledge in Social Network

[目的/意义]本文探索了社交网络中用户体验效用对知识持续共享意愿的影响机制。[方法/过程]以体验效用为自变量,知识持续共享意愿为因变量,群体认同为中介变量构建研究理论模型,通过问卷调查法对相关数据进行采集,采用结构方程及多层模型方法,并借助AMOS22.0统计软件对数据进行处理和分析。[结果/结论]1)社交网络中,体验效用通过群体认同中介作用及直接作用路径对知识持续共享意愿产生显著正向影响。2)个体内层次心理依附及个体间层次感知契合度在体验效用对知识持续共享意愿影响路径中均存在显著正向调节效应。3)用户体验效用对持续共享意愿的影响效应,在性别、年龄及学历人口统计学维度上存在显著性差异。最后,对研究结果进行分析和讨论,并指出了研究价值及未来展望。

[Purpose/Significance]This paper researched on the effect of experienced utility on continuous sharing intention of knowledge in social network.[Method/Process]Using experienced utility as independent variable,continuous sharing intention of knowledge as dependent variable,group identity as mediating variables,psychological attachment and perceptual fit as moderating variables,the paper constructed influence mechanism model of effect of experienced utility on continuous sharing intention of knowledge in social network.And the sample data was obtained through questionnaire survey.The data was analyzed by using research methods SEM and Multilevel model,and were processed through AMOS22.0.[Results/Conclusion]And it concluded that experienced utility had significant positive effect on continuous sharing intention through mediating variables group identity,psychological attachment and perceptual fit had significant positive moderating effect on experienced utility effect on group identity.Besides,there was differential effect of experienced utility on continuous sharing intention of knowledge in terms of gender,age and education.And finally,the paper analyzed and discussed the research results,indicating the theoretical and practical implication of the research conclusion.