Purpose
– The purpose of this paper is to investigate how the factors from environmental level and personal level influence the knowledge sharing behavior and community participation.
Design/methodology/approach
– This research study, which consisted of 394 valid respondents who were members of the Yambol online test community, used online survey to collect data. This research used the structural equation modeling to analyze the data with good model fit.
Findings
– The results of this research showed the following: the anticipated reciprocal relationship, norm of reciprocity, and anticipated extrinsic rewards had a significant and positive effect on knowledge sharing behavior, respectively; knowledge sharing behavior had a significant and positive effect on community participation; knowledge sharing self-efficacy was the mediator between anticipated extrinsic rewards and knowledge sharing behavior; and community identification moderated the relationship between knowledge sharing behavior and community participation.
Research limitations/implications
– This study was a cross-sectional study. Future research can employ a longitudinal study to conduct long-term observations of knowledge sharing behavioral changes among members of the Yambol online test community. Moreover, this study applied social cognitive theory as the basis to explore the antecedents of knowledge sharing behavior of members of the Yambol online test community. Future research can apply a broad range of behavioral theory or combinations of research variables to explore comprehensive factors of knowledge sharing behavior.
Practical implications
– From a managerial standpoint, this study can assist professional online learning community in understanding the antecedents of knowledge sharing behavior and community participation from personal and environmental level.
Social implications
– Yambol online test community managers can enhance reciprocity relationship between members in the emotional level. In addition, Yambol online test community managers can use the appropriate norm of reciprocity to strengthen the trust of community members and enhance the knowledge sharing behavior of community members in the rational level.
Originality/value
– First, most scholars viewed knowledge sharing from perspectives of corporate, organizational, or a typical internet community, but rarely applied a perspective from a professional online learning community to conduct research. Therefore, this research focussed on professional online learning community as the research subject. Second, the literature review revealed that reciprocity divided into anticipated reciprocal relationship and norm of reciprocity. Previous studies have used anticipated reciprocal relationship or norm of reciprocity as research aspects for examining reciprocity; however, no other study has evaluated both concurrently. Third, studies on the behavioral dimension have included knowledge sharing behavior and community participation. This study examined the influence of knowledge sharing behavior on community participation. Additionally, community identification was the moderator of the effect of knowledge sharing behavior on community participation.
Research and Construction of Learning Community Model Based on Social Network Services
