The Effect of Knowledge Transfer Intention of Customer on Knowledge Transfer Behavior: A Social Exchange Perspective

On the basis of research literature of knowledge transfer, the paper investigates how the characteristics of a communication channel affect the knowledge transfer intention and behavior of customer. The findings show that both perceived usefulness and perceived ease of use of transfer channel are the main factors that influence knowledge transfer intention of customer. Using social exchange as a theoretical background, the psychological attitudes and behavior intentions of customer are also investigated when customers transfer knowledge to enterprises. Finally, the paper puts forward recommendations on how to acquire customers' knowledge more effectively and efficiently.