激励设计与知识共享——百度内容开放平台知识共享制度研究

Incentive constitutions and knowledge sharing:A case study from baidu open content platforms

开源生产作为一种新型的知识生产方式,在实践领域的影响越来越突出。文章以百度的内容开放平台为例,对开源生产中的"内容开放"这一特定方式在生产过程中的激励设计与网民的知识共享行为关系进行研究。分析发现共享文化本身并不足以解释网民的知识共享行为。在促进网民知识共享过程中,激励体系的设计至关重要。通过对"百度百科"、"百度知道"和"百度文库"三个百度的内容开放平台的激励设计剖析,对其解决"集体行动"、"信任和互惠"、"逆向选择和柠檬市场"等传统知识生产和共享中所面临的障碍的内部机制进行了分析。

As a new type of knowledge production,the impact of open source has become more and more prominent on the practice field. In this paper,we focus on the open content production,which is one type of open source knowledge production,to explore the relationship between incentive constitutions and knowledge contributors. Based on a deep analysis of baidu's open content platforms,which are very successful in China,we explain how incentive constitutions influent the contributor's knowledge sharing behavior. Results show that the shared cultural of internet is not a sufficient exploration for internet user's knowledge contribution behavior. The incentive constitution plays an important role in promoting netizen's knowledge contributions. And also,we explain how collective actions,trust and reciprocal,adverse selection and lemon market,which are barriers in traditional knowledge sharing,area are overcomed in these platforms.