间接互动对在线知识社区知识共享意愿影响研究——基于价值共创和价值共毁的整合视角

Research on the Effect of Indirect Interaction on Knowledge Sharing Intention in Online Knowledge Community--From the Integrated Perspective of Value Co-Creation

基于价值共创和价值共毁的整合视角,运用社会学习理论,探究在线知识社区间接互动对用户的知识共享意愿的影响机制,以及结果期望的中介作用和自我效能感的调节作用。通过情景实验和问卷调查发现:积极间接互动提高结果期望,从而提高个体知识共享意愿;而消极间接互动降低结果期望,从而降低个体知识共享意愿;结果期望在其中发挥中介作用,自我效能感在结果期望与知识共享意愿中起正向调节作用;自我效能感越高,间接互动通过结果期望对知识共享意愿的促进作用越显著。

Based on the integrated perspective of value co-creation and value co-destruction,this paper studies the effect of indirect interaction on user’s knowledge sharing intention with the adoption of social learning theory.Through vignette experiment and questionnaire survey,results show that positive indirect interaction increases outcome expectation and thus promotes individual knowledge sharing intention,while negative indirect interaction reduces outcome expectation and thus reduces knowledge sharing intention.Outcome expectation plays a mediating role and self-efficacy positively moderates the relationship between outcome expectation and knowledge sharing intention.When self-efficacy is high,indirect interaction promotes knowledge sharing intention more significantly through knowledge outcome expectation.