Abstract:

MOA model is composed of three core constructs: motivation, opportunities, and capacity. Motivation is the direct cause of behavior; Opportunity and Ability play a regulatory role in this process. Through the model construction and empirical analysis, this paper validates the active ingredients in MOA model of knowledge contributing behavior in Opencontent Web for Knowledge Communication: the Motivation section includes altruism and reciprocity; the ability section includes knowledge combination and domain knowledge; the opportunity section includes perceived ease of use and perceived image of organization.

Key words: Open-content web for knowledge communication, Knowledge contributing behavior, MOA model, Dynamic factor