中文摘要：

文章研究了网络社群中用户网络特征、双重行为倾向对知识共享的影响,以及双重行为倾向的中介作用。研究的目标是帮助在线商家寻找知识发送者和知识搜寻者,理解知识共享的形成机理。研究发现,网络异质性和网络权力对在线用户行为倾向、知识共享有显著正向影响,但网络关系强度对在线用户行为倾向、知识共享均无显著影响;在线知识发送倾向和搜寻倾向对知识共享有显著正向影响,行为倾向在网络特征对知识共享的影响中起到了中介作用。

英文摘要：

This paper analyzes the influence of user network features and dual behavioral intention on product knowledge sharing in online community as well as the mediating effect of dual behavioral intention.The purpose of the paper is to help online retailers to find out the online information sender and online information searcher,and get to know the mechanism of the information diffusion formation.The study finds that the network heterogeneity and the network power has a significant positive effect on online user behavioral intention and information diffusion,but network tie strength has no significant effects on behavioral intention and information diffusion; online information sending and searching intention both have significant positive influence on information diffusion,and behavioral intention plays a mediating effect role in the relationship between online social network feature and information diffusion.