ABSTRACT

As social networking sites (SNSs) have become quite popular, organizations have used SNSs to support their various business processes. A growing trend is that organizations increasingly encourage consumers to contribute knowledge via SNSs. The contributed knowledge can help organizations to improve their products/services and therefore these contributions have great business value. As consumers are outside of the organization and may not maintain a close relationship, it can be quite challenging to encourage consumer engagement with knowledge sharing on SNSs. This study develops a research model to examine how community identification and trust support consumer knowledge sharing on SNSs, as well as their antecedents. The results demonstrate that community identification and trust facilitate consumer knowledge sharing behavior. This study contributes to the literature by highlighting the important role of community identification in the process of knowledge sharing. The results provide practitioners with guidelines for SNSs and to encourage consumer knowledge sharing.

摘要

随着社交网站 (SNS) 变得非常流行，组织已使用 SNS 来支持其各种业务流程。一个日益增长的趋势是，组织越来越多地鼓励消费者通过 SNS 贡献知识。贡献的知识可以帮助组织改进他们的产品/服务，因此这些贡献具有巨大的商业价值。由于消费者在组织之外并且可能无法保持密切的关系，因此鼓励消费者参与 SNS 上的知识共享可能非常具有挑战性。本研究开发了一个研究模型，以检验社区认同和信任如何支持消费者在 SNS 及其前身上的知识共享。结果表明，社区认同和信任促进了消费者的知识共享行为。本研究通过强调社区认同在知识共享过程中的重要作用为文献做出了贡献。结果为从业者提供了 SNS 指南并鼓励消费者分享知识。