CAJ | 학술논문

以“百度知道”为研究对象，结合理性行动理论（TRA）、计划行为理论（TPB）、技术接受模型（TAM）构建了网络知识分享行为模型。采用五点量表工具，通过调查获得数据。采作回归分析方法进行假设检验，发现利他主义、重视人际关系特质、声誉、经济动机、社会规范等因素都会对网络知识分享行为产生影响；外在控制、社区认同对人们网络知识分享行为确实有调节作用。外在控制程度高者和社区认同程度高者，知识分享意愿对知识分享行为的影响更显著。
이“백도지도”위연구대상，결합이성행동이론（TRA）、계화행위이론（TPB）、기술접수모형（TAM）구건료망락지식분향행위모형。채용오점량표공구，통과조사획득수거。채작회귀분석방법진행가설검험，발현이타주의、중시인제관계특질、성예、경제동궤、사회규범등인소도회대망락지식분향행위산생영향；외재공제、사구인동대인문망락지식분향행위학실유조절작용。외재공제정도고자화사구인동정도고자，지식분향의원대지식분향행위적영향경현저。
Network knowledge sharing behavior is a kind of user participative value creative behavior which is with a great significance to the enterprise. The paper takes the ＂Baidu knows＂ as an example, and develops a Network Knowledge Sharing Planning Behavior scale and acquires Behavior Model, which is an integration of the Theory of Rational Action （TRA）, Theory of （ TPB）, and Theory of Acceptance Model （TAM）. The paper employs the five - point Likert data by investigation. With the regression analysis and hypothesis test, the paper finds that net- work knowledge sharing behavior is influenced by altruism, trait of interpersonal relationship orientation, prestige, economic motives, and social norms. External control and community identity are two moderating factors to network knowledge sharing behavior. There are significant positive correlation between the two factors and network knowl- edge sharing behavior.