Abstract:

Based on social exchange theory, this paper collected users' information from Zhidao website and analyzed the motivation of their knowledge sharing in online Q&A community. Main research findings are as follows: if users expected more external direct reward or knowledge information provided by others, they will be more likely to share knowledge; if users have higher selfpresentation level or ever received more positive responses from peer group, they will share more knowledge. Consequently, it is concluded that the knowledge sharing behavior should be motivated both by extrinsic reward and intrinsic reward. Besides, through comparison with intrinsic reward, extrinsic reward has stronger impact upon knowledge sharing behavior. Furthermore, this study also verifies that online knowledge sharing behavior is consistent with the logic of social exchange in real life.

Key words: Online Q&A community, Knowledge sharing, Social exchange theory, Extrinsic reward, Intrinsic reward