虚拟社区用户知识共享的价值创造

his paper analyzes the factors that influence the user virtual community of knowledge sharing, combining with the theoretical basis of value co-creation, to build a research model of virtual community of users through knowledge shaing activities to create value. Using the data of 239 Weibo uers, the author make an empirical test on the model, the result shows that norms of reciprocity, knowledge sharing self-efficacy, perceived compatibility have significant impacts on knowledge sharing behavior. Perceived relative advantage and interpersonal trust have little effect on knowledge sharing be havior. Knowledge sharing behavior has significant impact on customer learning value, social integrative value and hedonic value. In addition, customers learning value and hedonic value have significant impact on further participate intention. havior.knowledge sharing behavior has significant impact on customer learning value,social integrative value and hedonic value. In addition,customers learning value and hedonic value have significant impact on further participate intention.