基于上瘾模型的移动学术虚拟社区知识共享动力激发策略研究

Strategy Study on Knowledge Sharing Dynamic Excitation in Mobile Academic Virtual Community Based on Addiction Model

[目的/意义]旨在探讨在移动互联网环境下如何更好地激发学术虚拟社区知识共享的动力。[方法/过程]基于上瘾模型,以触发、行动、多变的酬赏和投入4个阶段的理论为基础,构建移动学术虚拟社区知识共享动力激发上瘾模型。[结果/结论]提出利用用户的知识焦虑触发使用,通过降低知识共享成本触发行动并提升使用频率,设计以多变的社交酬赏为主线的激励机制,使用户的投入成本低且获取独特价值,通过好友知识分享提醒形成再次触发等基于上瘾模型的知识共享动力激发策略。

[Purpose/significance]The paper is to explore how to motivate the knowledge sharing in academic virtual community in the mobile internet environment.[Method/process]Based on the addiction model and the four-phase theory of trigger,action,variable reward and investment,the paper establishes an addiction model of knowledge sharing dynamic excitation in mobile academic virtual community.[Result/conclusion]It puts forward several strategies on knowledge sharing dynamic excitation:using the user’s knowledge anxiety to trigger usage,reducing the cost of knowledge sharing to trigger action and promote the usage frequency,designing the incentive mechanism with the theme of variable social reward,providing the users with low input cost and unique value harvest,and triggering again through friends’knowledge sharing reminder.