Abstract
The exchange and sharing of user knowledge in the brand virtual community is an important way for enterprise product innovation. Therefore, how to encourage users to share their knowledge continuously in the brand virtual community is a key issue. Based on evolutionary game theory, this paper analyzes the influence of various factors on user’s knowledge sharing behavior from the aspects of individual factors, mutual factors and community factors. Through simulation, it is found that there exist two evolutionary stability strategies, that is, (knowledge sharing, knowledge sharing) and (no knowledge sharing, no knowledge sharing). And which direction this system evolves depends on the initial probability and critical points of knowledge sharing. Results show that user’s knowledge level in individual level, the ability to transform and absorb knowledge, the degree of knowledge sharing, the innovation degree of knowledge sharing and the incentive coefficient in community level have a positive impact on the user’s knowledge sharing behavior. Meanwhile, the cost of knowledge sharing between individuals, the homogeneity of knowledge and the spillover effect in mutual level have a negative impact on the behavior of user knowledge sharing. What’s more, there is an optimal coefficient of collaborative profit distribution, which makes the system most likely to evolve in the direction of (knowledge sharing, knowledge sharing).
Highlights
Jiang et al (2014) considered the interaction between community users and constructed an evolutionary game model of user knowledge sharing behavior and the results showed that the network structure formed between users has a significant impact on the evolution level of knowledge sharing (Jiang et al, 2014)
When we located in the area of A1 A2 A3 A4, the probability of knowledge sharing between user A and user B in the brand virtual community will increase, and converge to the point A4 (1,1), which means the system will evolve in the direction of
This paper establishes an evolutionary game model of user knowledge sharing in brand virtual communities, and analyzes the influence of personal factors, reciprocity factors, and community factors on the knowledge sharing behavior between users through numerical simulation
Summary
Many enterprises, such as ZTE, Lenovo, Haier, Huawei, Xiaomi (Li et al, 2019; Meng et al, 2019; Meng et al, 2018) and so on, have established brand virtual communities which have the advantage of gathering public wisdom and brainstorming. As for the posts in Huawei product community, the number of views is always much higher than the number of comments, and the number of suggestions adopted by enterprises is relatively small These problems hinder the development of existing brand virtual communities and greatly reduce the utility of user knowledge sharing on product innovation. Only by solving these problems faced by brand virtual communities can we promote the steady development of brand virtual communities, the continuous knowledge sharing behavior of users and help enterprises achieve product innovation by introducing external resources.
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