Abstract: It has become an important measure for many communities to promote users to share knowledge by setting up virtual community incentives. The issue of the impact of community rewards on knowledge sharing has won widespread attention and research, but its effects have been controversial. This paper divides knowledge into two types: implicit knowledge and explicit knowledge, and discusses the relative influence of virtual community rewards on the two types of knowledge sharing behaviors. And the paper further analysis the mechanism of virtual community rewards on tacit knowledge sharing. The study finds that: virtual community rewards can significantly promote the explicit knowledge sharing of users, however, there is an inverted U-shaped curve relationship with the users' tacit knowledge sharing; pleasure and self-efficacy play complete mediation between virtual community rewards and tacit knowledge sharing. This research conclusions not only deepens the understanding of the controversial effects of virtual community rewards on knowledge sharing, but also points out the mechanism of virtual community rewards on tacit knowledge sharing. It is practically meaningful for the community to rationally design virtual community rewards to promote users’ knowledge sharing.

摘要： 通过设置虚拟社区奖励鼓励用户分享知识，已成为众多社区促进用户知识共享行为的重要措施。社区奖励对知识共享的影响问题已经赢得了广泛的关注与研究，但其效果却一直存在争议。本文通过将虚拟社区知识共享行为划分为隐性知识共享和显性知识共享两种类型，探讨了虚拟社区奖励对两类知识共享行为的相对影响及其对隐性知识共享的作用机制。研究发现：虚拟社区奖励能够显著促进用户的显性知识共享，而与隐性知识共享存在倒U型的曲线关系；愉悦感和自我效能感在虚拟社区奖励与隐性知识共享之间起完全中介的作用。该研究结论不仅加深了对虚拟社区奖励对知识共享行为影响的理解，并且探索了虚拟社区奖励对隐性知识共享的作用机制，对社区合理设计虚拟社区奖励以促进用户的知识共享具有实践指导意义。