Purpose: The author tried to identify the knowledge sharing behaviors on the internet, using
structural equation modeling methods, proposing a model based on social exchange theory in
which share willingness, trust, reciprocity, altruism tended to have impact on people’s
knowledge sharing behaviors in virtual communities.
Design/methodology/approach: We presented an empirical research which integrated social
exchange theory and structural equation modeling methods to analyze several important factors
influencing members’ knowledge sharing behaviors in virtual communities.
Findings: We analyzed the knowledge sharing behaviors in virtual communities. We found that
members’ altruism can not predict knowledge sharing behaviors. We also found that members’
sharing willingness is the most important factor on virtual community knowledge sharing
behaviors compared with trust, reciprocity and altruism.
Originality/value: From the perspective of social exchange theory, we did empirical test and
verified the proposed research model by using structural equation modeling methods. Our
finding can help recognize people’s incentive about knowledge sharing.Peer Reviewe