基于TPB的微信用户知识共享意愿影响因素研究

Wechat as a mobile virtual community the new rising, development is very rapid, already have recognition using a considerable number of user and function. Sharing in theWechat friends circle of knowledge, has been more and more popular. This paper attempts to explore the influence factors of Wechat user knowledge sharing behavior from the angle of TPB and social capital theory, this paper constructed four dimensions including knowledge sharing attitude, subjective norm, perceived behavioral control and the relationship between the social network model to study the factors affectingknowledge sharing, and puts forward the corresponding research hypothesis,and then through the Wechat user survey questionnaire and data analysis and empirical analysis, have been verify the research hypothesis. Finally through the statistical analysis and results discussion that in micro letter users of knowledge sharing, knowledge sharing attitude, subjective norm, perceived behavioral control and social network relationship has a positive significant effect on the intention of knowledge sharing intention.