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知识共享活动是虚拟社区存在和发展的基础。通过理论分析及对239位具有虚拟社区知识共享经历的样本的问卷调查和结构方程模型分析发现,虚拟社区成员的知识共享期望差距各维度对退出意向有不同程度和方式的显著正向影响,其中消极态度在自我价值期望差距与退出意向关系中起部分中介作用,在社交互动期望差距与退出意向关系中起完全中介作用;低感知公平性各维度对退出意向有直接或间接的显著正向影响,其中消极态度在低结果公平性与退出意向关系中起部分中介作用,在低过程公平性、低互动公平性与退出意向关系中起完全中介作用;社区归属感在低结果公平性、低过程公平性与消极态度关系中起显著的调节作用。
Knowledge sharing activities are the basis for the existence and development of virtual communities. Through theoretical analysis and analysis of 239 samples with experience of virtual community sharing, it is found that there is a significant positive impact on the exit intention from different dimensions of knowledge sharing expectation among members of virtual community, in which Negative attitude plays a partial mediating role in the relationship between self-worth expectation and withdrawal intention, and plays a complete mediating role in the relationship between expectation disparity and withdrawal intention of social interaction. Each dimension of low perceived fairness has a direct or indirect positive or negative impact on withdrawal intention , Of which the negative attitude plays a partial mediating role in the relationship between low fairness and withdrawal intention and plays a complete intermediary role in the relationship between low fairness of process, low fairness of interaction and withdrawal intention; the sense of community belonging is low in fairness and low in fairness The relationship between fairness and negative attitude plays a significant regulatory role.