The Online Social Networks on Knowledge Exchange: Online Social Identity, Social Tie and Culture Orientation

The purpose of this research is to understand the mechanism of knowledge exchange in the virtual community from the social perspective. By drawing upon social exchange theory and social capital theory, this study develops a theoretical model that predicts individual knowledge exchange behavior in the virtual environment, where trust and outcome expectation mediate the relationship between the online social identity, online social tie, personal culture orientation and the effect of knowledge exchange. The study also lays emphasis on the cross-culture effect which influenced the knowledge exchange in the virtual community. Using the survey instrument, the model was tested empirically based on a sample of 248 users who had experience within the online community. We also made comparison studies with the previous research carried out mainly in the Western countries. The findings of the research suggest that the online social attributes of the Internet users are key facilitators in knowledge exchange in virtual communities.