中文摘要：

采用结构方程模型方法验证了个体心理维度及社会文化维度内的影响因素对于虚拟社区知识共享意愿的作用。研究结果表明自我效能对虚拟社区知识共享意愿有正相关关系；个人结果预期对虚拟社区知识共享意愿有正相关关系；自我效能对社区导向结果预期有正相关关系；关系对虚拟社区知识共享意愿有正相关关系；争面子对虚拟社区知识共享意愿有正相关关系。最后依照实证研究结果，提出促进虚拟社区知识共享的激励机制，为管理实务提供对策建议。

英文摘要：

This paper conducts an empirical study on how the influencing factors in individual psychology dimension and social cultrual dimension affect Knowledge Sharing Willingness in Virtual Community of Practice.The results show that Self-efficacy,Personal Outcome Expectations,Guanxi and Gaining Face all have positive effect on Knowledge Sharing Willingness;Self-efficacy has positive effect on Community-oriented Outcome Expectations.Finally,an incentive mechanism is put forward to facilitate knowledge sharing in VcoPs.