Li, ZhongwuMiao, CongMiao,Cong12/12/23 112/12/23 12023b217585https://repository.nida.ac.th/handle/662723737/6963Thesis (Ph.D. (Management))--National Institute of Development Administration, 2023This study synthesized the Theory of Planned Behavior and Self-Determination Theory to construct a research model for understanding the behavior of knowledge contributors in sharing knowledge. Data from 538 mobile social media users were collected through an online questionnaire survey, and the Structural Equation Modeling (SEM) method was employed to examine the proposed research model. The primary aim was to explore the impacts of autonomous motivation, controllability of knowledge sharing, perceived value of knowledge sharing, and perceived costs of knowledge sharing on the intention and behavior of knowledge contributors in mobile social media platforms. Additionally, the study investigated the moderating effect of controlled motivation for knowledge sharing between intention and behavior, The aim is to answer how knowledge sharing behavior of mobile social media knowledge contributors arises. The results revealed a positive correlation between contributors' autonomous motivation and their intention and behavior in knowledge sharing. Furthermore, the influences of knowledge-sharing controllability, perceived value, and perceived costs on knowledge-sharing behavior were also found to be significant. Additionally, the study highlighted that the strength of controlled motivation for knowledge sharing positively moderated the extent to which contributors' intentions transformed into actual knowledge-sharing behavior. This study pioneered the use of hierarchical user experiences to measure knowledge-sharing autonomous motivation, thereby expanding the dimensions of measuring autonomous motivation for knowledge sharing. Furthermore, it addressed a gap in the literature by investigating the role of "knowledge-sharing controllability" in the process of knowledge sharing within mobile social media contexts. The finding of a positive moderating effect of controlled motivation for knowledge sharing on the intention-behavior relationship differs from prevalent viewpoints. This study marks the initiation of a long-term investigation into knowledge-sharing behavior in mobile social media contexts. Subsequent research endeavors will further examine the interactive effects and variations in the strength of different knowledge-sharing motivations, aiming to explore optimal strategies. application/pdf304 leavesenge-Thesistext--thesis--doctoral thesis