社区治理策略、用户就绪和知识贡献研究:以百度百科虚拟社区为例

Research on Community Governing Strategy,User Readiness and Knowledge Contribution:Taking Baidu Encyclopedia as an Example

虚拟社区已经渗透到消费者日常生活的方方面面,影响和改变着社区用户的信息获取和购买决策。研究表明,用户参与知识贡献是虚拟社区平台赖以生存和持续发展的基础,但是如何引导用户持续不断地进行信息分享和知识贡献,则成为虚拟平台面临的挑战。并且,鲜有文献基于社区平台的视角,探索虚拟社区治理策略对用户参与知识贡献的影响。通过文献归纳,梳理出三种重要的治理策略,即社区构建、社区监管和社区教育。通过对百度百科虚拟社区用户的问卷调研,结果表明,虚拟社区治理策略会影响用户的知识贡献行为,并且这种影响是通过用户就绪度中介的。此外,研究还发现虚拟社区治理策略的影响是非对称的,即不同的治理策略通过不同的路径和机制影响用户的知识贡献行为。

Virtual community penetrates into every aspect of consumers＇ life and business practice, impacts individual information ac- quisition, interaction and buying decision. And prior researches demonstrate knowledge contribution is vital for the development and survival of virtual community platform. There is little literature discussing community governing strategy＇ s influence on individual knowledge contribution. Through review, the paper sorts out three kinds of governing strategy ： community monitoring, community building and community education. Through survey of Baidu encyclopedia＇ s users, this paper finds community governing strategy will positively influence individual knowledge contribution, and user readiness is a mediating variable. Furthermore, the influence of governing strategy on knowledge contribution is not symmetrical, that is, different strategy will impact knowledge contribution through different path and mechanism.