Analysis of the Contribution Behavior of Enterprise Virtual Community Users’ Knowledge Creation Under Ecosystem Theory

From the perspective of ecosystem theory and combining TPB theory, This paper deeply understands the driving factors of the knowledge creative contribution behavior of enterprise virtual community users and analyzes the influencing factors of knowledge creation contribution behavior with structural equation model. The results show that in the microscopic system, there is a positive correlation between user’s subjective norm, knowledge creation contribution attitude, perceived behavior control and user’s knowledge creation contribution behavior intention; in the outer system, there is a positive correlation between user’s pleasure, knowledge level and user’s perceived behavior control; in the macro system, the technology environment, brand influence, organizational motivation of enterprise community are contributing to the user’s knowledge creation contribution attitude.