Author(s)

Bocheng Zhang, Ling Qin, Jiaying Luo

Corresponding Author

Bocheng Zhang

Abstract

This study aims to explore the influencing factors of the continuous knowledge sharing behavior of users in mobile knowledge sharing platform in virtual communities, and to provide management advice and reference for the operation and management of knowledge sharing platform. In this study, relevant data of 209 virtual community users were obtained through questionnaire survey. Smart PLS was used to analyze the data, to evaluate the measurement model and structural model, and to verify the effects of hypothesis testing and mediation. The results show that belonging plays a mediating role in the relationship between satisfaction and intention to continuous knowledge sharing. The multiple mediating effects of intention to continuous knowledge sharing and user habits on belonging and intention to continuous knowledge sharing are significant. This study takes the sense of belonging as a mediating variable to explore the mechanism of continuous knowledge sharing behavior from the perspective of emotion.

Keywords

Pls, Continuous knowledge sharing behavior, Structural model