Knowledge‐sharing intention in professional virtual communities: A comparison between posters and lurkers
通过调查177名发帖者和246名潜水者，发现助人乐趣影响发帖者态度，互惠和技术因素影响潜水者态度，信任和同伴影响分别作用于两群体的主观规范，自我效能和资源可用性影响行为控制。
The most significant challenge in facilitating a professional virtual community ( PVC ) is maintaining a continuous supply of knowledge from members, especially because lurkers often make up a large portion of an online community. However, we still do not understand how knowledge‐sharing intention ( KSI ) is formed across poster and lurker groups. Accordingly, this study seeks to provide a fuller understanding of the formation of behavioral intention in PVCs by decomposing the psychological formation of KSI and focusing on factors deemed likely to influence the KSI of posters and lurkers. This study's online survey of 177 posters and 246 lurkers from 3 PVCs demonstrated that enjoyment in helping others positively influenced posters' attitudes toward knowledge sharing, whereas reciprocity and technology adoption variables (perceived ease of use and compatibility) positively influenced lurkers' attitudes. Interpersonal trust and peer influence strongly affected the subjective norm of knowledge sharing in both groups, with posters emphasizing interpersonal trust and lurkers emphasizing peer influence. Furthermore, knowledge self‐efficacy and resource availability enhanced the perceived behavioral control of knowledge sharing in both groups, with knowledge self‐efficacy affecting posters the most and resource availability influencing lurkers the most. The results of this study have important implications for both research and practice.