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發言或緘默：心理安全與自我效能在社會資本影響社群網站使用者知識分享行為上所扮演的中介角色
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strict membership definition, insofar as the structure of a social network is concerned.
Furthermore, knowledge sharing on Facebook is usually not limited and does not revolve
around specific topics, and as such, users may need a wide range of knowledge. In Facebook
users’ interpersonal networking configurations, structural characteristics such as “centrality”
and “betweenness,” as defined in social networking analyses, are difficult to describe and
rarely examined, not to mention their impacts on users’ perceived psychological safety and
subsequent knowledge sharing behavior. The non-significant causal links between structural
social capital and users’ psychological safety and knowledge sharing behavior may indicate a
less important role of structural characteristics in shaping knowledge sharing on Facebook.
Fourth, the results reveal a positive causal relationship between psychological safety
and knowledge sharing self-efficacy. Thus, psychological safety acts as a precursor of
knowledge sharing self-efficacy on Facebook. Edmondson (1999) shows that a team’s
psychological safety mediates the effects of team leader coaching and support on team
learning behavior; a similar reasoning in organizational behavior can also be applied to
Facebook, in that users’ psychological safety perceptions can raise their confidence in
knowledge sharing.
5.1 Implications
According to Nahapiet and Ghoshal (1998), social capital is the sum of the actual and
potential resources embedded within, available through, and derived from the network of
relationships possessed by an individual or social unit. The findings of the current study
reveal that social capital exists on SNSs, especially the cognitive aspects of social capital,
which exhibit the greatest impact on users’ psychological safety, knowledge sharing self-
efficacy, and knowledge sharing behavior. In addition, this study finds that users’ knowledge
sharing self-efficacy has a positive impact on their knowledge sharing behavior, consistent
with previous results (e.g., Ardichvili et al., 2003; Cabrera et al., 2006; Kuo and Young,
2008). By examining the social capital → psychological safety → knowledge sharing self-
efficacy → knowledge sharing behavior loop of causal relationships in SNSs, this article
provides concrete insights for researchers and practitioners into the internal functioning of
SNSs. This study provides useful guidelines to and pinpoints key psychological factors for
marketers facing the challenge of running successful SNSs or using SNSs as their marketing
platforms.
Traditional wisdom views structural and relational social capital as the most crucial
elements in encouraging SNS users’ willingness to share knowledge. However, our research