Understanding Knowledge Sharing Intention in Terms of Social Capital and Social Exchange: A Study of Facebook Fan Pages

• Main Authors: Hsing-Hsueh Cheng, 鄭杏雪
• Other Authors: Ya-Yueh Shih
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/18950090222764084315

碩士 === 國立嘉義大學 === 資訊管理學系碩士班 === 101 === Many individuals participate in virtual communities for seeking knowledge daily. Facebook is popular to major Internet user in virtual community competition. However, few studies to investigate the issue of knowledge sharing intention on Facebook fan pages. To integrate the social capital theory and the social exchange theory to construct a model for investigating the factor affecting people’s knowledge sharing in virtual community is the mainly objective in this study. In addition, we also consider other factor for hindering knowledge sharing, such as perceived privacy and perceived threat those are important criteria to influence the messages or sharing intention on Facebook. This study is empirically validated through a survey with data from members of Facebook fan pages. The findings indicate that social interaction, reciprocity and reputation significantly and positively impact knowledge sharing intention. Trust, identification, shared vision part significantly and positively impact knowledge sharing intention.There are significantly variant that social exchange and perceived privacy impact knowledge sharing intention in different type of Facebook fan pages. Implications for research and practice are also discussed.