Understanding Knowledge Sharing Intention in Virtual Communities: Integration of Social Capital and Social Exchange Theories

[[abstract]]網際網路（Internet）的蓬勃發展促使虛擬社群快速成長。許多人參與虛擬社群主要是在社群上尋找知識來解決工作上的問題。然而，虛擬社群沒有豐富知識內容，其存在價值將是受限的。在此動機下，本研究整合社會資本理論與社會交換理論建構一個研究模型，探討在虛擬社群影響個人知識分享意願的因素。本研究針對Delphi K.Top虛擬社群成員透過問卷調查方式，進行實證研究。研究結果顯示，信任（關係面）、知識編撰心力（成本）、樂於助人（內在效益）均顯著影響外顯與內隱知識分享意願。認同（關係構面）顯著影響內隱知識分享意願但對於外顯知識意願無顯著影響。最後，社會互動連結（結構面）、共同遠景（認知面）、互惠（外在效益）對於外顯與內隱知識分享意願均無顯著影響。[[abstract]] The proliferation of Internet has facilitated the rapid growth of virtual communities. Many individuals participate in virtual communities for seeking knowledge to resolve problems at work. However, without rich knowledge, virtual communities are of limited value. Motivated by such concerns, this paper integrates the Social Capital Theory and the Social Exchange Theory to construct a model for investigating the factor affecting people's knowledge sharing in virtual communities. This study is empirically validated through a survey with data from members of one professional virtual community called Delphi K.Top. The results indicate that Trust (Relational Dimension)、Knowledge Codification Efforts (Cost)、Enjoyment Helping (Intrinsic Benefit) significantly impact intention to share both of explicit and implicit knowledge. Identification (Relational Dimension) significantly impacts intention to share explicit knowledge but insignificant effect on intention to share implicit knowledge. Finally, Social Interaction Ties (Structural Dimension ) (Shared Vision) Cognitive Dimension (Reciprocity) Extrinsic Benefit、insignificantly impact intention to share both of explicit and implicit knowledge