虚拟品牌社群成员知识贡献行为研究

Research on Knowledge Contribution Behavior of Members in Virtual Brand Community

基于自我决定理论、MOA模型,构建了虚拟品牌社群成员的自主动机对知识贡献行为影响的概念模型。通过对325份有效问卷进行分析,结果表明:自我动机、社会动机均对知识贡献行为具有显著的正向影响;社群氛围与自我效能在自我动机与社会动机和知识贡献行为的关系起正向调节作用。

Based on the self-determination theory and the MOA model,this paper constructs a conceptual model on how the autonomous motivation of virtual brand community members influences their knowledge behavior contribution.By analyzing 325 valid questionnaires,we find that:self-motivation and social motivation both have significant positive effects on knowledge contribution behavior;community climate and self-efficacy also have a positive moderating effect on the relationship between individual and social motivation and knowledge contribution behavior.