User Willingness toward Knowledge Sharing in Social Networks

Jie Zhao, Chanjuan Zhu, Zhixiang Peng, Xin Xu and Yan Liu
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Jie Zhao: School of Business, Anhui University, Hefei 230601, China
Chanjuan Zhu: School of Business, Anhui University, Hefei 230601, China
Zhixiang Peng: School of Business, Anhui University, Hefei 230601, China
Xin Xu: School of Mathematics Science, Anhui University, Hefei 230601, China
Yan Liu: School of Business, Anhui University, Hefei 230601, China

Sustainability, 2018, vol. 10, issue 12, 1-27

Abstract: Social networks introduce new potential for people to share knowledge with others. However, it is not clear what factors influence user willingness toward knowledge sharing in social networks. Aiming to answer these questions, in this paper we analyze the major factors influencing user willingness toward knowledge sharing in social networks and propose a new research model that is inspired by the technology acceptance model (TAM). In particular, we introduce a new independent variable called perceived value which is described by four aspects: social value, entertainment value, emotion value, and information value. In addition, we introduce a new mediating variable, trust, to reflect the intermediating relationship between perceived value and knowledge-sharing willingness. We conduct an empirical analysis on questionnaire data and present comprehensive results on reliability and validity, factor analysis, correlation analysis, and mediating effects analysis. The results show that perceived value has a significant impact on knowledge-sharing willingness, and trust plays a partial intermediate role between perceived value and knowledge-sharing willingness. Further, we present some research implications for knowledge sharing and learning innovation in social networks, as well as some suggestions for organizations to advance knowledge sharing and learning innovation in the social-network age.

Keywords: social network; knowledge sharing; user willingness; perceived value; trust; data analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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