Understanding the Knowledge Sharing Intention of Members of Social Media Sites : An Integrated Theoretical Model and Test

[[abstract]]取得知識是促使人們參與虛擬社群的重要原因，但是由於缺乏良好的工具與成員互信，使得社群中有效的知識分享並不容易達成。人們因需求與本身的能力選用適配的媒體，而媒體的使用能改變人與人之間的社交過程，繼而改變人的行為。媒體本身的設計的功能與所產生社交過程可以改變人的行為，社交媒體提供了多元即時的豐富溝通管道，社交社群成員之間也經常具有現實社會原生社交關係、互動與信任結構，使得在社交媒體易於促使人們行為的改變，在知識分享行為上，形成了獨特的社交知識分享行為，有鑑於此，本研究期望深入瞭解社交媒體改變人們對知識分享意圖的影響因素。本研究認為個體在社交環境(Social Environment)中進行群我互動的社交過程(Social Processes)與其社交行為(Social Behavior)之間具有相關影響性，本研究將基於媒體同步理論、社會認同理論、吸收能力、協同知識交換與知識效用，建構嚴謹且具實徵意涵的架構模型，資料蒐集針對社交媒體的使用者進行問卷發放，分析驗證研究的假說及模式。結果發現，社交媒體提供的資訊內容傳遞與社交互動機制能夠建立良好的交換知識社交互動管道，社交媒體社群成員重視團體認同, 成員間易於交換獨特資訊，且當成員確認知所吸收的知識產生的效益之後，會更加樂於分享知識。[[abstract]]People select the appropriate media by their need and capability, and the use of media could change the interpersonal social process; then changes the human behavior. Social media provides multiple, real-time and rich communication channels, and members of the social community often have social relationships, interactions and the structure of trust originally in the real, too. This makes social media can easily have human behavior change and in the behavior of knowledge sharing, form a unique social behavior of knowledge sharing. For these reasons, this study expects an in-depth understanding of the factors influencing people’s intention to share knowledge. This study constructs a rigorous structural model with practical implications. Data collection is from the questionnaire to social media users, and then hypotheses with the model would be analyzed and verified. The results showed that the transference of informational contents and the mechanism of social interactions could build a good social interactive channel of knowledge exchange. While Community members of social media emphasis on group identity and are easy to exchange unique information between members, and when they confirm the benefit generated by the knowledge they absorbed, community members would be more willing to share knowledge