知识共享和社区推广的因素

Title：To give or to receive? Factors influencing members knowledge sharing and community promotion in professional virtual communities题目：给予或接受？在专业虚拟社区，影响成员知识共享和社区推广的因素 AbstractProfessional virtual communities (PVCs) bring together geographically dispersed, like-minded people to form a network for knowledge exchange. To promote knowledge sharing, it is important to know why individuals choose to give or to receive knowledge with other community members. We identifiedfactors that were considered influential in increasing community knowledge transfer and examined their impact in PVCs. Data collected from 323 members of two communities were used in our structural equation modeling (SEM). The results suggested that norm of reciprocity, interpersonal trust, knowledgesharing self-efficacy, and perceived relative advantage were significant in affecting knowledge sharing behaviors in PVCs. The knowledge contributing and collecting behaviors were positively related to knowledge utilization. Furthermore, while the collecting behavior had a significant effect on community promotion, the influence of contributing behavior on community promotion was limited.摘要专业虚拟社区(PVCs)汇集地理上分散的、志同道合的人组成一个知识交流网络。促进知识共享，重要的是要知道为什么个人选择与其他社区成员给或接受知识。我们确定了一些被认为是影响增加社区知识转移因素和检查他们在pvcs的影响因素。从两个社区的323名成员收集的数据用于我们的结构方程模型（SEM）。结果表明，互惠规范、人际信任、知识共享和感知自我效能、相对优势是显著影响知识共享在PVCs的行为。知识贡献和收集行为与知识的利用率呈正相关。此外,虽然收集行为对社区推广有很大的影响，社区推广贡献行为的影响是有限的。 DiscussionOur study provided an integrated model examining the influence of both contextual and individual factors on knowledge utilization and community promotion through knowledge sharing .The R2 values show that contextual factors and individual factors account for 40% of the variance in knowledge contributing behavior and 44% of variance in knowledge collecting behavior.Additionally, the knowledge sharing behaviors (contributing and collecting) account for 29% of the variance in knowledge utilization and 39% in community promotion. 讨论我们的研究提供了一个整合模型，它用于检测关于知识利用和借助知识共享进行社区推广的语境因素和个人因素的影响。R2的值表明，语境因素和个人因素占知识贡献行为方差的44%，占知识收集行为方差的40%。此外，知识共享行为（贡献和收集）占知识利用和社区推广的方差分别为39%、29%。5.1. Contextual factorsSurprisingly, the norm of reciprocity did not show a significant influence on members knowledge contributing behavior. The norm of reciprocity was found to be significant and has a negative effect on members knowledge collecting behavior. The PVCs sharply contrast with traditional communities of practice and face-to-face knowledge exchanges.Interpersonal trust significantly and positively influenced members knowledge contributing and knowledge collecting behaviors. They also show that trust has a significant effect on the context of resource exchange and production innovation. It was also found to have more influence on members knowledge collecting than on contributing behavior. Nevertheless, the forming, building and performing of interpersonal trust in PVCs is slower and more fragile than that in organizations, due to a lack of face-to-face settings and close and frequent interactions.语境因素令人惊讶的是,互惠规范并没有显示出对成员的知识贡献行为的显著影响。这个互惠规范被认为是重要的以及其对成员的知识收集行为有一个负面影响。PVCs与传统社区的实践和面对面的知识交流形成鲜明的对比。人际信任显著地、积极地影响成员的知识贡献和知识收集行为。他们还表明,信任对资源交换和生产创新的背景有显著影响。也发现信任对成员的知识收集比贡献的行为有更大的影响。然而，在PVCs中，由于缺乏面对面的设置、密切及频繁互动，与在组织中相比，形成、构建、人际信任的执行是缓慢而脆弱的。 5.2. Individual factorsKnowledge sharing self-efficacy plays a vital role the knowledge-sharing activities. It was found to influence members knowledge contributing and collecting behaviors; it also had a more pronounced influence on members knowledge contributing than collecting behavior. Perceived relative advantage was found to be significant and positively related to both the members knowledge contributing and collecting behaviors. Furthermore, perceived relative advantage had a rather similar and pronounced effect on members knowledge contributing and collecting behaviors. Our model suggested that there were weak relationships between perceived compatibility and members knowledge contributing and collecting behaviors.知识共享自我效能起着至关重要的作用，在知识分享的活动中。它被发现影响成员知识贡献和收集行为；它还对成员知识贡献比收集行为更明显的影响。发现感知的相对优势是至关重要的，它与成员的知识贡献和收集行为呈正相关。此外，感知的相对优势对成员的知识贡献和收集行为有一个相当类似的、明显的效果。我们的模型表明，感知的兼容性与成员的知识贡献和收集行为之间有弱关系。5.3. Knowledge sharing, utilization and community promotionOur results suggested that the knowledge contributing and collecting behaviors were positively related to knowledge utilization. Furthermore, while the knowledge contributing behavior had a significant effect on community promotion, the influence of members knowledge contributing behavior on community promotion was limited. An effective and beneficial knowledge collecting activity may thus motivate members to invite their friends to join a PVC. This implies that knowledge contributing has an indirect but critical influence on community promotion through knowledge utilization. Finally, knowledge utilization was found to play a vital role underlying community promotion in reaching a critical mass of community members within a short time, and this brings the benefit of knowledge and network externalities to thePVC.5.3。知识共享，利用和社区推广我们的研究结果表明，知识贡献和收集行为与知识利用呈正相关。此外，尽管知识贡献行为对社区推广有显著的影响，但是成员知识贡献行为在社区推广的影响是有限的。因此，一个有效和有益的知识收集活动可以激励会员去邀请他们的朋友加入PVC。这意味着知识贡献对通过知识运用在社区推广有间接但至关重要的影响。最后，在很短的时间达到大量的社区成员,知识利用对底层社区推广发挥重要作用，对于PVC,这带来了知识和网络外部性的利益。ImplicationsPrevious research has shown that VCs have significant implications for strategic management of knowledge sharing by its members. The empirical result of our study suggested that both norm of reciprocity and interpersonal trust are significant factors in knowledge utilization and community promotion. Our finding showed that the individual factors (knowledge sharing self-efficacy, perceived relative advantage, and compatibility) should be considered in order to make an appropriate decision for selecting the knowledge-sharing activity as predicators of knowledge utilization and community promotion in PVCs For practical applications, the analysis in this study offers a framework of reference for the desire to facilitate knowledge sharing (collecting and contributing), knowledge utilization and community promotion within their organizations and virtual knowledge communities or individuals initiating knowledge-sharing practices. The results also suggest that interpersonal trust plays an important role in knowledge utilization, community promotion and knowledge-sharing activities within PVCs. Interpersonal trust helps eliminate resistance barriers to knowledge sharing, and without interpersonal trust, the cooperation required for successful knowledge sharing might be difficult to attain or nonexistent. For instance, managers can offer programs to enrichknowledge and can organize social interaction to improve members trust. In addition, managers can should attempt to create better trusting relationships among employees by facilitating norm of reciprocity, sharing vision (experiences), dialoguing and by confiding personal information in organizations or communities, etc. Additionally, since knowledge sharing self-efficacy, perceived relative advantage and compatibility are were found to be important predictors of in motivating to smooth the way knowledge is sharing, top management in organizations should actively provide useful information and cases on the benefits of knowledge sharing. The new information of knowledge sharing programs gathered, together with the successful paradigms for knowledge sharing from other organizations and communities of practice can serve as positive examples of knowledge sharing to employees (members). 启示以往的研究已经表明，风险投资通过它的成员对知识风险的战略管理有显著的影响。我们研究的实证结果表明，规范互惠和人与人之间的信任是知识的利用率和社区推广的重要因素。我们的发现表明，在PVCs中，为了使选择知识共享活动作为知识利用和社区推广的预测因素作出适当的决定，个人因素（知识共享的自我效能，感知的相对优势，相容性）应该加以考虑。 在实际应用中，在这项研究中，为促进知识共享（收集和贡献）提供参考框架，利用知识、社区推广在他们的组织和虚拟知识社区或个人发起的知识共享实践之内。研究结果还表明，在PVCs中，人际信任对知识应用、社区推广、知识共享活动起关键性作用。对于知识分享，人际信任有助于消除阻力障碍，如果没有人际信任，对成功分享知识所需要的合作可能难以达到或不存在。例如，经理可以提供项目以丰富知识和可以组织社会互动来提高成员的信任。此外，管理者可以试图通过在组织或社区促进员工