KNOWLEDGE SHARING BEHAVIOR IN VIRTUAL COMMUNITY: AN INTEGRATION OF INDIVIDUAL MOTIVATIONS, SOCIAL CAPITAL THEORY AND PARTICIPANT INVOLVEMENT

摘要

This study combines the theories of individual motivations and social capital theory to investigate the influential factors of knowledge sharing behavior in a virtual community. The research also applies the concept of participant involvement to analyze its moderating effects on individual motivations and knowledge sharing behavior. The results of the investigation indicate that altruism, identification, reciprocity and shared language all have significant and positive effects on knowledge sharing.