Unravelling the dynamics of knowledge sharing in the tourism tips community: based on a cognitive-motivation-behaviour model

摘要

Investigating user behaviour in China's leading tourism community, Mafengwo.cn, this study unveils how cognitive capabilities and individual motivations drive knowledge sharing. Leveraging web crawlers, we extracted data from over 14,000 users and 22,000 travel footprints, applying hierarchical regression and Bootstrap method for analysis. Our innovative cognitive-motivation-behaviour model reveals that cognitive capability and motivation positively influence knowledge sharing. Notably, individual motivation mediates the impact of cognitive capability on knowledge sharing, with community status moderating this effect. These insights illuminate the dynamics of knowledge sharing in online tourism communities.

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