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©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.pxpx20096510640,,:,F724.6AnEmpiricalResearchonInfluencingFactorsofKnowledgeSharingWillingnessamongVirtualCommuni2tyMembersLiZhihongLiMinxiaHeJileSchoolofBusinessAdministration,SouthChinaUniversityofTechnology,Guangzhou510640AbstractBasedontheTheoryofPlannedBehavior,SocialExchangeTheoryandSocialCognitionTheory,thispaperproposesare2searchmodelofinfluencingfactorsofknowledgesharingwillingnessamongvirtualcommunitymembers.Thensomestrategiesarepres2entedtopromoteknowledgesharingbehaviorsinvirtualcommunity.KeywordsvirtualcommunityTheoryofPlannedBehaviorknowledgesharingwillingnessinfluencingfactors:2008-12-22:2009-01-24:53-56:HagelArmstrong4:,:,1Ajzen[1],:,,,6:,1.1Crosby,,,,Bock,,[2],[3],,(Hagel&Armstrong,1996):H1:;H2:;H3:1.235©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[5]Bandura,,:H4:1.3,[4-5]:,;,VIP,:H5:1.4Kollock[6],[7],:H6:1.5CompeauHiggins,[5,8]Bandura,,,:H7:;H8:1.6,[9],:H9:;H10:1.7,,:H11:,,1:122.1,,1:111-15Szulanski,1996;Dixon,200216-19Morrison,199420-25Wrightetal.,199426-30McAllister,1995;McKnightetal.,200231-37CompeauandHiggins,1995;Nonakaetal.,200238-4243-47CompeauandHiggins,1999;Meng-HsiangHsu,etal.,20072.2,18-3068.9%[10-11],,45©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.pxpx20096:,4;,,250,196,155,62%2.3CronbachsCronbachs0.700.90,(CFA)(2/dfCFIGFIRMRRMSEA,2:2CronbachsCronbachs0.8370.7790.8490.8060.8680.8720.830(2(df)10.30(5)1.73(2)11.59(9)11.30(5)22.16(14)11.37(5)9.37(5)(2/df2.0600.8641.2882.2591.5832.2741.946GFI0.9740.9950.9780.9720.9760.9590.974AGFI0.9230.9730.9480.9160.8510.8760.923RMR0.0240.0070.0180.0200.0350.0190.020RMSEA0.0430.0080.0430.0400.0580.0160.048CFI0.9801.0000.9920.9720.9180.9710.98233.1,Bagozzi&Yi[12],2:0.600.90,,:,RMSEA,GFI,RMR,;,AGFICFI,NFI0.80;,PNFIPCFI,:0.5,0.5,0.730.2033H1-0.03H20.243H30.65333H40.2933H50.48333H60.46333H70.47333H80.01H90.2333H100.2133H11:3P0.05;33P0.01;333P0.0013,,H2H9H11,:;;,;:(2=637.064,d.f=618,GFI=0.827,RMR=0.058,RMSEA=0.014,AGFI=0.804,NFI=0.782,CFI=0.992,PNFI=0.726,PCFI=0.920,(2/d.f.=1.031,AIC=807.064,3P0.05;33P0.01;333P0.00123.2,55©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:360Doc,,360Doc360Doc3.2.2:360Doc,,,360Docpush,3.2.3:,360Doc,,,360Doc,,4Web2.0,,360Doc,,:[1]AjzenI,FishbeinM.Belief,attitude,intentionandbehavior:Anintroductiontotheoryandresearch.ReadingMA:Addsion-Wse2ley,1975.[2]BockGW,ImudRW,KimYG,etal.Behavioralintentionforma2tionknowledgesharing:Examiningrolesofextrinsicmotivators,so2cial-psychologicalforces,andorganizationalclimate.MISQuar2terly,2005,29(1),87-111.[3]McEvilyB,PerroneV,ZoheerA.Trustasanorganizationprinci2ple.OrganizationScience.2003,14(1):91-103.[4]BanduraA.Regulationofcognitiveprocessesthroughperceivedselfefficacy.DevelopmentPsychology,1989,25(5):729-735.[5]BanduraA.Self-efficacy:Theexerciseofcontrol.NewYork:Freeman,1997.[6]KollockP.Theeconomicsofonlinecooperation:Giftandpublicgoodsincyberspace.London:Routledge,1999:220-239.[7]ArdichviliA,PageV,WentlingT.Motivationandbarrierstopar2ticipationinvirtualknowledge-sharingcommunitiesofpractice.JournalofKnowledgeManagement,2003,7(1):64-77.[8]CompeauDR,HigginsCA.Computerself2efficacydevelopmentofameasureandinitialtest.MISQuarterly,1995,19(2):189-211.[9]HsuMeng2Hsiang,JuTL,YenChia2Hui,etal.Knowledgesharingbehaviorinvirtualcommunitie:therelationshipbetweentrust,self-efficacy,andoutcomeexpectations.InternationaljournalofHu2man2ComputerStudies,2007,65(2):153-169.[10]21(CNNIC).[2008-01-25].http:[11].[2008-01-26].:580.[12]BagozziRP,YiY.Ontheevaluationofstructuralequationmod2els.AcademyofMarketingScience,1988(6):76-94.,,1969,,,40,3,,1984,,6,,,1982,,965