互动问答平台用户贡献意愿影响因素实证研究

An Empirical Study of Influencing Factors of User Contribution Intention on Interactive Question and-Answer Platform

本文结合互动问答平台探寻社会资本和主观规范对于用户贡献意愿的影响。首先,在已有研究的基础上,从社会资本理论和主观规范的视角出发,构建影响用户贡献意愿的结构模型;然后,通过问卷方式在线搜集数据,利用偏最小二乘(Partial Least Squares,PLS)结构方程建模(Structural Equation Modeling,SEM)对数据进行分析,发现互惠作为社会资本是影响用户贡献意愿的最大关键因子;最后,结合模型和研究发现展开了分析和讨论。

This study explores the influence of social capital and subjective norm on user contribution intention on question-and-answer platform. First, with support of the prior studies, it develops the structure model of the intention to contribute from the perspective of theory of social capital and subjective norm. Then it conducts data collection online through survey questionnaires, and it uses PLS and SEM to analyze data, finding that reciprocity as social capital is the key determinant of user contribution intention. Finally, it conducts the analysis and discussion about the model and findings in this study.