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Sustainability 2018, 10(12), 4680; https://doi.org/10.3390/su10124680

User Willingness toward Knowledge Sharing in Social Networks

1
School of Business, Anhui University, Hefei 230601, China
2
School of Mathematics Science, Anhui University, Hefei 230601, China
*
Author to whom correspondence should be addressed.
Received: 24 October 2018 / Revised: 5 December 2018 / Accepted: 6 December 2018 / Published: 8 December 2018
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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. View Full-Text
Keywords: social network; knowledge sharing; user willingness; perceived value; trust; data analysis social network; knowledge sharing; user willingness; perceived value; trust; data analysis
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Zhao, J.; Zhu, C.; Peng, Z.; Xu, X.; Liu, Y. User Willingness toward Knowledge Sharing in Social Networks. Sustainability 2018, 10, 4680.

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