网络虚拟社区知识分享治理机制

Governance Mechanisms of Knowledge Sharing in Network Virtual Community

随着互联网经济的兴起,网络虚拟社区已成为知识积累的重要途径,而在社区不同发展阶段却面临着各类知识分享困境。为此首先基于"信息对称"和"集体理性"两项假设条件,求解虚拟社区最优知识产出水平,建立讨论基准。进而,将网络虚拟社区划分为初始和成熟两个发展阶段,并针对治理需求分别采取"信息甄别"机制和"选择性激励"机制提升其知识分享水平。研究表明:虚拟社区给予"知识达人"的最优报酬应与其知识分享量、单位成本正相关,而在成熟阶段这一报酬还应与成员数量正相关;对于"知识菜鸟"的最优报酬,在初始阶段应为两种类型成员的预期收益差额,而在成熟阶段这一报酬可趋于零。

With the rise of Internet economy, network virtual community has become an important way of knowledge accumulation. However, it encounters various kinds of knowledge sharing predicaments at different development stages. First of all, based on two assumptions of ＂asymmetric information＂ and ＂collective rationality＂, we derive the optimal knowledge output level of virtual community and establish the baseline of the research. Furthermore, network virtual community is divided into two development stages which are initial stage and mature stage. For governance needs, ＂screening mechanism＂ and ＂incentive mechanism＂ are adopted respectively to promote its knowledge sharing level. The study shows that the optimal reward for a ＂knowledge talent＂ should be positively related to its amount of knowledge sharing and unit cost, while at the mature stage this reward should also be related to the number of members; the optimal reward for a ＂knowledge rookie＂ at the initial stage should be the expected benefit gap between two types of members, while at the mature stage this reward can be zero.