| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 100 === In recent, many different types of social network sites (SNSs) increased continuously. Network users in accordance with the needful information and knowledge join SNSs. Therefore prolific of information and knowledge of SNSs from the uses shared knowledge continuously, which can be attracts many network users to join the SNSs. However, how can promote SNSs users sharing information and knowledge is SNSs manager needs interested in issue. Many past study proved personal factors had effect upon knowledge sharing act of SNSs users. Therefore, knowledge sharing act of SNSs users not only affected by personal factors but also affected by environmental culture factors.
In this thesis, we used theory of reasoned action (TRA), personal factors, and environmental culture factors to investigate into knowledge sharing behavior of SNSs users, and according to SNSs situational and related research modify and add related effect variables to proposed theoretical framework. Therefore we researched users of knowledge type groups’ in Facebook and recycling 327 valid questionnaires, and used SPSS19.0 software has been adopted for the descriptive statistical analysis while the SmartPLS 2.0.M3 software has been adopted for the partial least squares (PLS) analysis in order to verify the test hypotheses.
In results of this study apparently reputation and sense of self-worth can be increases knowledge sharing attitude and subjective norm of groups’ users in Facebook. Therefore proved fairness, identification, and openness are related variables of sharing culture formation. Moreover proved knowledge sharing attitude, subjective norm, and sharing culture had effect upon knowledge sharing intention of groups’ users in Facebook. In addition sharing culture had a great upon knowledge sharing intention of groups’ users in Facebook. Finally, in this thesis proposed academic contribution and actual situation suggestion.
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