文章摘要

耿瑞利,申静.不同文化视域下社交网络用户知识共享行为动机研究[J].中国图书馆学报,2019,45(1):60~81
不同文化视域下社交网络用户知识共享行为动机研究
Research on SNS Users Knowledge Sharing Motivation from Different Cultural Perspectives
投稿时间:2018-06-25  修订日期:2018-08-27
DOI:
中文关键词: 知识共享  社交网络  自我决定理论  文化视域
英文关键词: Knowledge sharing  SNS  Self determination theory  Cultural perspective
基金项目:本文系国家社会科学基金重点项目“创新驱动的中国特色新型智库知识服务发展机制研究”(编号:18ATQ004)的研究成果之一
作者单位E-mail
耿瑞利 北京大学信息管理系 北京 100871  
申静 北京大学信息管理系 北京 100871 jshen@pku.edu.cn,jshen@pku.edu.cn 
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中文摘要:
      社交网络已经成为人们知识共享的重要渠道。来自不同地域文化背景的个体在认知、态度、信念和价值观等方面存在很多差异,影响其知识共享行为及动机。本文以自我决定理论为基础,构建社交网络用户知识共享行为动机模型,包括愉悦感、知识自我效能、利他、知识成就感四个内在动机,以及学习、社交结果期望两个外在动机。在不同文化视域下,通过调查问卷法采集中国、美国和印度三个国家的530份样本数据,利用偏最小二乘法分析数据并检验模型。研究结果表明:三个国家社交网络用户的知识共享意愿都显著正向影响其知识共享行为,利他和社交结果期望是最重要的两个动机,知识成就感对其知识共享意愿无影响;其他动机则受到国别的调节,如愉悦感显著正向影响中国、美国用户的知识共享意愿,知识自我效能显著正向影响美国、印度用户的知识共享意愿,学习动机仅与中国用户的知识共享意愿显著正相关。对于知识管理者或社交网络开发者来说,鼓励用户参与知识共享活动首先要激发其行为意愿,依据关键行为动机及对共享意愿的作用程度,并结合用户的国别特征,制定差异化的激励机制。图2。表7。参考文献94。
英文摘要:
In the Web2.0 era, Social Networking Sites (SNS)provide highly interactive platforms for individuals with the help of digital technologies and internet recently. SNS (Facebook, Instagram, Twitter, LinkedIn, WeChat, Weibo, etc.) are very popular across the globe. People use these platforms to express and share knowledge, ideas, opinions, experiences and insights. As such, SNS have become an important online channel for people to share knowledge. 

Individuals from different geographical and cultural backgrounds have many differences in their perceptions, attitudes, beliefs, and values,which influence their knowledge sharing behaviors and motivations. However, previous studies of knowledge sharing motivations have not evaluated these factors through the lens of cultural perspectives. Subsequently, there is a research gap in relation to explanations of how culture affects the motivations of SNS users knowledge sharing behaviors. In addressing this gap, this study looks at motivations and knowledge sharing behaviors of SNS users from China, the United States, and India, three representative countries with significant cultural differences. Based on self determination theory, a research model is proposed to examine factors that promote SNS users intention to share knowledge. The factors in this study include four intrinsic motivators: perceived enjoyment, knowledge self efficacy, altruism, and knowledge achievement, along with two extrinsic motivators: learning and social outcomes expectation. 
Sample data for comparative analysis was collected through an online survey. Participants were recruited from China (N=170), the United States (N=187), and India (N=173). The results of the survey show that WeChat has become the most popular SNS platform in China, followed by QQ and Weibo. In contrast, Facebook is identified as the most popular platform for both American and Indian users. The knowledge sharing behavior with the highest frequency for Chinese users is ‘sharing valuable content created by other users’; whilst ‘commenting on or participating in discussions of interest’ is the most important type of knowledge sharing behavior for American and Indian users. Partial least squares analysis was performed to test hypotheses and examine the research model. The results indicate that knowledge sharing intention positively affects knowledge sharing behavior of users in all three countries, and altruism is the most important motivator, followed by social outcomes expectation. In contrast, knowledge achievement has no effect on the knowledge sharing intention of users in any of these countries. Other motivators are moderated by the country of origin of users, such as perceived enjoyment positively affects the knowledge sharing intention of both Chinese and American users. Knowledge self efficacy positively affects the knowledge sharing intention of both American and Indian users, whereas learning is only positively related to the knowledge sharing intention of Chinese users. 
The findings of this study offer insight into understanding the differences in knowledge sharing motivations and behaviors of users with different cultural characteristics. Results suggest inherent and unique socio cultural qualities affect the knowledge sharing behaviors of individuals on social networks. These findings have important implications for practice. Knowledge managers and SNS developers should first stimulate and enhance user intentions if they want to encourage users to participate in knowledge sharing activities, and then identify key behavioral motivators and their correlation with intentions. Furthermore, motivation incentive strategies should be differentiated according to relevant socio cultural characteristics of SNS users. As with this study, platforms developers should explore the reasons for the differences in motivations, from the characteristics of the SNS platforms and the cultural characteristics of the users themselves. Finally, recommendations are made for future research, namely, a quantitative examination of the role of specific individual cultural characteristics in moderating knowledge sharing motivation on SNS. 2 figs. 7 tabs. 94 refs.
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