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The Influence of Social Capital on User Stickiness in Virtual Academic Communities from the Perspective of Knowledge Exchange Efficiency: Moderated by Knowledge Power
Sun Jinhua, Wu Can, Hu Jian
Knowledge Management Forum ›› 2020, Vol. 5 ›› Issue (6) : 337-348.
PDF(1283 KB)
PDF(1283 KB)
The Influence of Social Capital on User Stickiness in Virtual Academic Communities from the Perspective of Knowledge Exchange Efficiency: Moderated by Knowledge Power
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[Purpose/significance] It is of great theoretical and practical significance to explore the influence mechanism of social capital on the user stickiness of virtual academic communities, which is to stabilize the user group of this community in the industry competition. [Method/process] From the perspectives of the users' personal perception of virtual academic communities, this paper made a deep exploration on its dimensions of social capital, as a breakthrough point to explore the theoretical structure model on social capital, knowledge exchanges efficiency, user stickiness, and analyzed the adjustment role of the individual knowledge power derived from the virtual academic communities. The relationship between these variables was verified by the regression analysis of 270 samples data from the typical virtual community platforms. [Result/conclusion] The research shows that social capital contributes to the user stickiness of virtual academic communities. The knowledge exchange efficiency plays a complete mediation role between social interaction, social trust and user stickiness, and plays a partial mediation role between common vision and user stickiness. The influence of knowledge exchange efficiency on user stickiness is negatively regulated by knowledge power, that is, the higher the degree of knowledge power, the higher the efficiency of knowledge exchange will have a negative impact on user stickiness
virtual academic communities / social capital / user stickiness / knowledge exchange efficiency / knowledge power
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