Explore the Antecedents of Microblog user’s Knowledge sharing behavior and loyalty: Integration of Social Cognitive Theory and Technology Acceptance Model

• Main Authors: Sui-Wei Kao, 高思緯
• Other Authors: Ing-Long Wu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/31570429752627746158

碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 99 === Microblog is a very popular online community service in recent years. Microblog users use short sentences to share and exchange information with other user. This paper integrates the social cognitive theory and technology acceptance model to construct a model for investigating the antecedents of Microblog user’s knowledge share behavior and loyalty to Microblog. This study holds the facets of social cognitive (knowledge share self-efficacy, outcome expectation) will influence user’s knowledge sharing behavior in Microblog. We also argue the facets of technology acceptance model (perceived usefulness, perceived ease of use) and the characteristics of Microblog (mobility) can influence user’s knowledge sharing behavior in Microblog. And finally, user’s knowledge sharing behavior will influence user’s loyalty to Microblog. Through web based questionnaire, a total of 566 useful data were retrieved and we adopt Structural Equation Model (SEM) to test our model. The result reveals that knowledge share self-efficacy will significantly influence outcome expectation. And knowledge share self-efficacy, outcome expectation, perceived usefulness will significantly influence knowledge sharing behavior. Finally knowledge sharing behavior will significantly influence user’s loyalty.