Exploring Online Knowledge Sharing Behavior and Efforts

• Main Authors: Chung, Chiao-Hou, 鍾喬后
• Other Authors: Chiang, I-Ping
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/69998928171171792167

碩士 === 國立臺北大學 === 資訊管理研究所 === 97 === The evolution of digital technology changes the way of knowledge sharing through internet. The speed of information delivery becomes much faster, and creates more communicating diversity for knowledge sharing on the internet. Recently, only few relative researches on online knowledge sharing had been started, and they only focused on the behavior of one specific channel such as Wikipedia. In order to explore in-depth online knowledge sharing behavior, this research tries to observe the online knowledge behavior on multiple online channels, including instant messaging services, blogs, online forums, and Yahoo! Answers, to find out the relationship among the characteristics of shared knowledge, the functions of online channels, and the potential rewards of knowledge sharing. This research collected 882 valid samples and used structural equation modeling to analyze the data. The results showed when the knowledge becomes more modifiable, it would be more easily to be delivered via a channel with more richness and controllable. When shared knowledge is more complex, it would decrease the intention to use channel with more richness and controllable to share. While channel could provide more richness and controllability, knowledge sharers will receive more information and social rewards, which would also lead to increase users’ loyalty. Finally, base on the multi-sample analysis, the differences of the sharing behavior among instant messaging services, blogs, online forums, and Yahoo! Answers. Finally, further suggestions and implication are also provided.