问答类社区用户持续知识贡献模型构建

Model construction of userscontinuous knowledge contribution behavior in CQA

作为以知识分享为主要目的的社交网虚拟社群,问答类社区面临的最大挑战是用户是否愿意持续回答问题并贡献知识。基于"认知—情感—意向—行为"框架,以社会交换理论为基础,构建了问答类社区用户持续知识贡献行为的理论模型。利用结构方程模型对问答类社区中有回答他人问题经历的用户进行了实证分析,结果表明,用户在问答类社区中的持续知识贡献行为遵循了从认知到产生情感,然后萌生意向,再到最后采取实际行为的过程;回答问题的习惯在持续知识贡献意向与行为之间起到了明显的调节作用。研究结果丰富了虚拟社区用户行为理论的研究,对问答类社区的可持续发展具有重要意义。

As a kind of virtual community of Social Network Sites （SNS） aiming to share knowledge, the biggest challenge of Community Question Answering （CQA） is whether users are willing to answer questions and contribute knowledge continuously. Based on ＂cognition-affection-intention-action＂ framework and social exchange theory, a research model of users＇ continuous knowledge contribution behavior in CQA was established. Empirical study was carried out on users who had experience of answering questions through Structural Equation Model （SEM）. Results showed that the continuous knowledge contribution behavior of users in CQA was a continuous process, which fol- lowed the steps of cognition-affection-intention-action. The relationship between continuous knowledge contribution intention and behavior was obviously moderated by the habit of answering questions. The research result extended user behavior research literature of virtual community, and had significant implications for sustained development of CQA.