| Summary: | 碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 99 === Knowledge has become a major impact on sustainable development of virtual community. However, little research has been done from both utilitarian and hedonic perspectives based on theoretical foundation. In this study, a research is conducted on individuals intention to continue sharing knowledge in virtual community on Social Exchange Theory (SCT).Efforts are made to generalize factors that influence attitude and continue intention through the literature review on the topic of utilitarian, hedonic and knowledge sharing. The model specifies contextual variables such as utilitarian, hedonic, share culture and self-efficacy.
We use online survey questionnaire on this research. Through an online survey of 473 respondents from virtual community, by means of structural equation modeling with smartPLS2.0. This study concludes five main results, including : 1. Reputation and generalized reciprocity has positive impact on knowledge sharing attitudes. However, extrinsic rewards did not significantly influence member attitudes regarding knowledge sharing. 2. Enjoyment in helping others has positive impact on knowledge sharing attitudes, but expected relationships did not significantly influence. 3. Self- efficacy has positive significance on member attitudes and continue intention regarding knowledge sharing. 4. Share culture (fairness ; openness) has positive significance on member attitudes and continue intention regarding knowledge sharing.Finally, member attitudes has positive significance on continue intention. The result will be useful to both the academic and business in their advocacy of the conducts of knowledge sharing.
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