Within the Ecology of communication: Identifying Crucial Elements that Drive Use Intentions on Knowledge-sharing Platforms

Abstract

This research delves into the factors influencing use intentions on knowledge-sharing platforms, leveraging the theory of ecology of communication. The study constructs a model of use intentions, encompassing content, technical, and social aspects. Data from 511 users was gathered via questionnaires and analyzed using structural equation modeling and Bootstrap. Results indicate that perceived enjoyment and community influence bolster use intentions and brand trust, while platform design impacts brand trust. Cultural identity enhances use intentions, but perceived knowledge value and platform design showed no significant influence on use intentions or brand trust. These findings provide insights into user behavior on knowledge-sharing platforms and have implications for platform design and user experience.