Based on the theory of embeddedness, this paper constructs a concept model of ＂cognitive-relational-cultural embeddedness＂ , and analyzes the motivation of knowledge sharing in the virtual community from the perspective of cognition, relationship and culture. The paper argues that the cognitive embeddedness, relational embeddedness and cultural embeddedness can help establish the community identity, which will promote the individual to share his knowledge. The relational embeddedness will help develop trust, which will influence individual knowledge sharing behavior directly. Cultural embeddedness will influence individual knowledge sharing behavior directly. The interactions among 3 types of embeddedness will influence the individual knowledge sharing behavior in the virtual community. The introduction of the theory of embeddedness into the research on knowledge sharing in the community will help better understand the motivation behind these behaviors, and promote the development of the virtual community and the deepening of the theory of knowledge management.%以嵌入性理论为基础，构建了“认知-关系-文化嵌入性”的概念模型，从认知、关系和文化3个方面分析虚拟社区知识共享的动因，认为认知嵌入性、关系嵌入性和文化嵌入性有助于社区认同的建立，社区认同会促使个体分享自己的知识；关系嵌入性有助于信任的产生，信任会直接影响到个体的知识共享行为；文化嵌入性会直接影响到个体的知识共享行为；3种嵌入性之间相互作用，影响到虚拟社区中个体的知识分享行为。将嵌入性理论引入到虚拟社区知识共享的研究中，有助于更好地理解这种行为背后的动因．促进虚拟社区的发展和知识管理理论的深化。
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