内外倾人格特质如何影响在线品牌社群中的知识分享行为——网络中心性与互惠规范的中介作用

发布时间：2018-08-07 07:13

【摘要】：在线品牌社群中不同成员的人格特质是如何影响其知识分享行为的?本文根据嵌入理论框架,从社会资本理论视角出发,研究了网络中心性和互惠规范在内外倾人格特质与知识分享行为之间的中介作用。实证研究结果表明:①外倾性人格特质会促进成员形成咨询网络中心性和情感网络中心性,而内倾性人格特质则不利于情感网络中心性的形成;②外倾性人格特质、情感网络中心性与互惠规范会直接影响知识分享行为,而内倾性人格特质与咨询网络中心性则不会;③情感网络中心性在外倾性人格特质与知识分享行为关系中起到部分中介作用;④互惠规范在咨询网络中心性和知识分享行为的关系中起到"桥梁"作用,在情感网络中心性和知识分享的关系中起到部分中介作用。研究结论从社会资本和社会网络视角丰富了在线品牌社群理论,同时也有助于管理者更好地激发社群当中的知识分享行为。
[Abstract]:How do the personality traits of different members of the online brand community affect their knowledge sharing behavior? Based on the framework of embedding theory and from the perspective of social capital theory, this paper studies the intermediary role of network-centeredness and reciprocity norm between introverted personality traits and knowledge-sharing behaviors. The empirical results show that the extroverted personality traits of 1 / 1 can promote the formation of counseling network centrality and emotional network centrality, while introverted personality traits are not conducive to the formation of affective network-centric personality traits. Emotional network centrality and reciprocity will directly affect the behavior of knowledge sharing, while introverted personality traits and counseling network centrality will not. (3) emotional network-centeredness plays an intermediary role in the relationship between extroverted personality traits and knowledge-sharing behavior. (4) reciprocal norms play a "bridge" role in the relationship between counseling network-centeredness and knowledge-sharing behavior. It plays an intermediary role in the relationship between emotional network centrality and knowledge sharing. The conclusion enriches the online brand community theory from the perspective of social capital and social network, and also helps managers to stimulate the knowledge sharing behavior in the community.
【作者单位】：深圳大学管理学院;深圳大学研究生管理学院;
【基金】：国家自然科学基金面上项目(71272090) 教育部新世纪优秀人才支持计划项目(NCET-13-0909)资助
【分类号】：F713.55

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