No 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).

According to the different behavior characteristics of knowledge contribution of enterprise employees, a multi-task principal-agent relationship of knowledge contribution between enterprise and employees is established based on principal-agent theory, analyzing staff's knowledge contribution behavior of knowledge creation and knowledge participation. Based on this, a multi-task principal agent model for knowledge contribution of enterprise staff is developed to formulate the asymmetry of information in knowledge contribution Then, a set of incentive measures are derived from the theoretic model, aiming to prompt the knowledge contribution in enterprise. The result shows that staff's knowledge creation behavior and positive participation behavior can influence and further promote each other Enterprise should set up respective target levels of both knowledge creation contribution and knowledge participation contribution and make them irreplaceable to each other. This work contributes primarily to the development of the literature on knowledge management and principal-agent theory. In addition, the applicability of the findings will be improved by further empirical analysis.