The purpose of this paper is to explore the ways to encourage members in QQ knowledge-communication groups to persistently share knowledge in terms of contexts and autonomous motivations.
Based on self-determination theory, three important contextual factors of QQ knowledge-communication groups were selected as exogenous variables and three typical autonomous motivations as mediating variables to construct a knowledge-sharing model. Internet questionnaire surveys and data collection were conducted to test proposed hypotheses by means of structural equation modeling with AMOS.
Reciprocity, learning, and altruism have significant positive influence on persistent sharing willingness, and the degree to which each factor influences persistent sharing willingness differs considerably. Autonomy support, perceived usefulness, and relatedness support have no significantly direct influence on persistent sharing willingness, but they indirectly influence the persistent sharing behaviors by the mediating effect of different autonomous motivations.
This study contributes theoretically and practically. First, the results suggest that a particular motivation in different contexts has a different degree of autonomy. In addition, explanations are offered for the phenomenon that suggest that controlled motivations directly affect autonomous motivations. It was found that the contextual factors of competence support and relatedness support also have influence on different autonomous motivations, and hence encourage knowledge-sharing behaviors. Specific suggestions for QQ group managers and information seekers are proposed.
