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 beha vior from the aspects of individual factors, mutual factors and community
factors. Through simulation, it is found that there exist two evolutionary sta bility 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 abil ity 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 be havior. 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 shar ing, knowledge sharing)
