生态系统理论下企业虚拟社区用户知识创作贡献行为分析

Analysis of the Contribution Behavior of Enterprise Virtual Community Users’Knowledge Creation Under Ecosystem Theory

从生态系统理论视角出发并结合TPB理论,深入了解了企业虚拟社区用户知识创作贡献行为的驱动因素,并对知识创作贡献行为的影响因素进行结构方程模型分析。结果表明,微观系统中:用户的主观规范、知识创作贡献态度、感知行为控制正向影响用户的知识创作贡献行为意愿;外层系统中:用户的助人乐趣、知识水平正向影响用户的感知行为控制;宏观系统中:企业社区的技术环境、品牌影响力、组织激励正向影响用户的知识创作贡献态度。

From the perspective of ecosystem theory and combining TPB theory,This paper deeply understands the driving factors of the knowledge creative contribution behavior of enterprise virtual community users and analyzes the influencing factors of knowledge creation contribution behavior with structural equation model.The results show that in the microscopic system,there is a positive correlation between user’s subjective norm,knowledge creation contribution attitude,perceived behavior control and user’s knowledge creation contribution behavior intention;in the outer system,there is a positive correlation between user’s pleasure,knowledge level and user’s perceived behavior control;in the macro system,the technology environment,brand influence,organizational motivation of enterprise community are contributing to the user’s knowledge creation contribution attitude.