基于社会认知理论的知识型社区用户持续使用行为研究

Research on the Continuous Usage of Knowledge Community Users Based on Social Cognitive Theory

作为一种新兴社区,知识型社区为用户提供了知识、经验等分享与沟通的平台,但同时存在诸多问题,如灌水现象严重、用户之间互动少,这将影响用户持续使用意愿和行为,导致社区运营的失败。基于社会认知理论(SCT),本文建立了知识型社区用户持续使用行为模型。对收集的数据进行统计分析,研究结果发现,个人结果预期、知识质量、系统质量显著影响用户持续使用意愿。研究结果启示社区管理者需重视知识型社区的知识质量、系统质量,积极营造良好的知识交流环境,以促进用户的持续使用行为,确保知识型社区的成功。

As a kind of emerging community, knowledge community provides a platform for users＇ sharing and exchanging of knowledge and experience. But it also has a lot of problems, such as serious irrigation phenomenon and less interaction between users, which will affect users＇ continuous use behavior and lead to the failure of communities. Based on social cognitive theory （SCT）, this paper established a model of knowledge community users＇ continuous usage behavior. Data were collected and analyzed by statistical software. The results indicated that personal outcome expectation, knowledge quality and system quality significandy affected a user＇s intention to continuous usage. The results implied that the community managers should attach importance to the quality of knowledge and system, and actively created a good environment for knowledge exchange in order to promote continuous usage behavior of the users and ensure the success of community operation.