Abstract: 【 Purpose/significance】 With the rise of online brand community, how to effectively improve the level of community knowl⁃ edge management began to receive more and more attention. This paper discusses the factors influencing knowledge seeding in online brand community from the perspective of individual users' knowledge adoption behavior.【 Method/process】 Through the introduction of RAS information receiver-acceptance model, combined with the view interaction model and theory, this paper forms a knowledge seeding effect model, and then uses the simulation experiment method to deeply explore the influence factors of knowledge seeding in⁃ side the online community and its effect improvement strategy. 【Result/conclusion】 The results show that: ① Factors such as user knowledge level, user motivation, knowledge complexity, credibility of knowledge sending source, and knowledge distance between us⁃ ers and knowledge sending source significantly affect the knowledge adoption behavior of online brand community users; ② Users' knowledge level and motivation are important factors influencing knowledge seeding in online brand community;③By improving the ranking of post recommendations, improving the degree of fit between users and posts, and reducing the complexity of post knowledge, the knowledge seeding effect of online brand community can be effectively enhanced. 【Innovation/limitation】 The research conclu⁃ sions of this paper not only expand the theoretical achievements in the field of knowledge seeding research, but also help the online brand community to improve the level of community management.