Research of the Impact of Interpersonal Relationship Motivation on Knowledge Sharing Behavior in Visual Brand Communities: A Moderated Mediation Model

Abstract

Abstract:

Knowledge sharing behaviors are critical to the development of virtual brand communities. On the basis of effort and attribution theory, this study investigates the influence of interpersonal relationship motivation on knowledge sharing behaviors, as well as the mediating (effort) and moderating (interpersonal harmonious orientation) variables of this relation in visual brand communities. The results of our study indicate that effort mediates the relationship between interpersonal relationship motivation and knowledge sharing behaviors.Interpersonal harmonious orientation moderates the relationship between interpersonal relationship motivation and effort, and also moderates the mediating effect. That is, the indirect effect of interpersonal relationship motivation on members' knowledge sharing behaviors via effort is significantly stronger when members pursue value harmony relative to the context in which members pursue instrumental harmony.

Key words: virtual brand communities, interpersonal harmonious orientation, effort, knowledge sharing behaviors, interpersonal relationship motivation

Li Wenyuan, Zhai Xiaoxing, Xu Fang. Research of the Impact of Interpersonal Relationship Motivation on Knowledge Sharing Behavior in Visual Brand Communities: A Moderated Mediation Model[J]. , 2018, 30(7): 89-99.

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