线上线下互动、群体分化与知识共享的关系研究——基于虚拟社区的实证分析

Abstract

Abstract: Online interaction and offline interaction are new phenomena along with the development of internet and virtual community, which lead to group differentiation in virtual community. Based on the theories of social identity and social networks, the change of memberships among virtual community members and its effect on knowledge sharing are analyzed, and a model on online interaction,offline interaction,group differentiation and knowledge sharing are proposed. Then the model is tested by data collected from pinggu.org. It is found that high frequently online interaction will lead to group differentiation among members in virtual community, high frequently offline interaction will reinforce the group differentiation in virtual community, and group differentiation could facilitate knowledge sharing among members in community. Group differentiation is reconstructed into six items and a scale is developed for testing online interaction and offline interaction, which will benefit the perfectness of online knowledge management and also have insight in the operation and usage of virtual community.

Key words: online interaction, offline interaction, group differentiation, knowledge management, virtual community

CLC Number:

F270

ZHOU Jun-jie, ZUO Mei-yun. Research on the Relationship Among the Online/Offline Interaction、Group Differentiation and Knowledge Sharing: An Empirical Analysis Based on Virtual Community[J]. Chinese Journal of Management Science, 2012, 20(6): 185-192.

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Research on the Relationship Among the Online/Offline Interaction、Group Differentiation and Knowledge Sharing: An Empirical Analysis Based on Virtual Community

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