Understanding the formation of intention knowledge exploitation in electronic virtual community from attraction theory perspective

The study on the electronic virtual community (eVCs) had been rapidly grown for many decades. The sources of social media become important for the firm's leverage interaction among the users. Despite the formation for knowledge exploitation on the contexts of eVCs still unscreened. To address this issue, we draw attraction mechanism to investigate the factor that's influence users intention for knowledge exploitation. We are conceptualizing attraction (i.e., desire for self-presentation and desire for improving online relationship) as the key is driven intention knowledge exploitation, interpersonal relationship (i.e., relationship compatibility and relationship of receptiveness). Proposed model supported by 258 participants who have been active using social media (e.g. Facebook, Amazon). The study shows that Intention knowledge exploitation (KEI) influenced by both desire for self-presentation(DFS)and desire for improving the online relationship (DFI). In addition, DFS and DFI have partially and direct mediating impact between relationship compatibility (RC), relationship receptiveness (RR) and intention for knowledge exploitation. Implications of these results are discussed.