There is very limited knowledge about the factors that influence entrepreneurial knowledge and information sharing in professional virtual learning communities created using mobile messaging apps. To address this gap, a survey was conducted on 165 members of agricultural entrepreneurship virtual communities created using Viber and WhatsApp. Qualitative data were also gathered through interviews with 30 virtual community members, and were analyzed to provide further understanding of the quantitative findings. Structural equation modeling was used to evaluate the model and the significance of relationships between the constructs. Results indicated that subjective norms affect perceived ease of use, and perceived ease of use directly and indirectly (through perceived usefulness) affect knowledge and information sharing intentions. In addition, perceived ease of use and perceived usefulness indirectly (through the intentions) affect knowledge and information sharing. The findings of qualitative data analysis provided support for the influence of perceived ease of use and perceived usefulness on sharing behavior. The qualitative results also revealed that subjective norms, virtual community norms and rules, and leadership play roles in encouraging or discouraging community members to participate in knowledge sharing activities. This study confirmed the validity of the technology acceptance (TAM) model for explaining knowledge and information sharing within professional virtual learning communities on mobile messaging apps, particularly when the model includes subjective norms. The current study contributes to the literature on knowledge sharing in virtual communities by focusing on virtual learning communities created using mobile messaging apps. This research also provides practical implications to improve knowledge sharing in professional virtual learning communities on mobile messaging apps.

关于影响使用移动消息应用程序创建的专业虚拟学习社区中的创业知识和信息共享的因素的知识非常有限。为了弥补这一差距，对使用Viber和WhatsApp创建的165个农业企业家虚拟社区成员进行了调查。还通过与30个虚拟社区成员的访谈收集了定性数据，并对这些数据进行了分析以进一步了解定量结果。使用结构方程建模来评估模型和构造之间关系的重要性。结果表明，主观规范影响感知的易用性，感知的易用性直接和间接（通过感知的有用性）影响知识和信息共享的意图。此外，（通过意图）间接感知到的易用性和感知到的有用性会影响知识和信息共享。定性数据分析的结果为感知的易用性和感知的有用性对共享行为的影响提供了支持。定性结果还表明，主观规范，虚拟社区规范和规则以及领导才能在鼓励或劝阻社区成员参加知识共享活动中发挥了作用。这项研究证实了技术接受（TAM）模型用于解释专业虚拟学习社区在移动消息传递应用程序上的知识和信息共享的有效性，特别是当该模型包括主观规范时。本研究通过关注使用移动消息传递应用程序创建的虚拟学习社区，为有关虚拟社区中的知识共享的文献做出了贡献。这项研究还为改善专业虚拟学习社区在移动消息传递应用程序上的知识共享提供了实际意义。