Abstract

Recently, social Q&A communities have grown increasingly popular, serving as a primary platform for people to learn and share information. Nonetheless, fewer knowledge producers in these communities are significant than knowledge consumers. Thus, promoting users’ participation in knowledge sharing is a challenge for managers of social Q&A communities. Even though many scholars have studied factors influencing willingness to share knowledge, they tend to start with one theory and ignore the impact of several factors on behaviors. Thus, this manuscript presents a multi-factor model based on three dimensions of technology, cognition, and security to explore the effects of the six factors of perceived ease of use and perceived usefulness, perceived behavioral control and subjective norms, perceived security, and perceived privacy in terms of the three knowledge sharing methods of browsing including like and favorite, publishing and replying, and to compare users’ willingness to use the three knowledge sharing methods. A total of 482 questionnaires were collected online, and the hypotheses were tested and analyzed using structural equation modeling. According to the results, the factors affecting different sharing methods are not the same. Perceived behavioral control and perceived security can have a significant influence on their willingness to browse, users’ willingness to publish and reply to posts is significantly influenced by their perception of behavioral control and subjective norms, while perceived usefulness also affects their willingness to respond, it can be seen that cognition is the most important factor affecting users’ knowledge sharing among the three dimensions. In addition, users’ willingness to browse is significantly greater than their willingness to reply, and their willingness to post is the lowest.