基于复杂网络的虚拟社区创新知识传播机制研究

Knowledge Dissemination Mechanism in Virtual Communities:Case Study Based on Complex Network Theory

【目的】通过构建知识传播理论模型,探究虚拟社区中知识传播效果的内在影响机制。【方法】基于虚拟社区Git Hub的实际数据,利用社会网络分析法和回归分析法,实证研究社区成员的位置特性、区域特性和创新认可度对知识传播速度和传播范围的影响。【结果】位置中心性通过改变潜在受众数量影响知识传播范围。创新认可度通过影响传播概率影响知识传播速度。区域密集度与知识传播速度和传播范围呈负相关关系。【局限】研究结果仅基于一个大型虚拟社区,结论的普遍性有待进一步证实。【结论】对虚拟社区的管理策略以及创新成员在虚拟社区中的知识分享策略和创新策略提出建议。

[Objective] This paper studies the mechanism of knowledge dissemination in virutal communities with the help of a new theoretical model. [Methods] First, we collected data from the virtual community GitHub. Second, we examined these data with social network and regression analysis techniques. Finally, we explored the influence of community member＇s online position, physical location as well as attitude towards innovation to the knowledge dissemination speed and scope. [Results] We found that the number of online community members could change the scope of knowledge dissemination. The attitude towards innovation could affect the knowledge dissemination speed. The clustering extent posed negative effects to the knowledge dissemination scope and speed. [Limitations] This study was based on one virtual community. More research is needed to generalize the findings. [Conclusions] This study provides some strategical suggestion to virtual community management as well as members＇ knowledge sharing and innovation activities.