基于民族志决策树建模理论的专业虚拟社区用户知识贡献决策过程研究

Research on Decision-making Process of Users’Knowledge Contribution in Professional Virtual Community Based on Ethnographic Decision Tree Modeling Theory

【目的/意义】研究专业虚拟社区用户的知识贡献决策过程,既能丰富虚拟社区知识贡献行为的相关研究情景,又能为社区管理和运营方提供针对性建议。【方法/过程】基于行为决策视角和结合扎根理论基本思想的民族志决策树建模理论,通过开放式访谈收集知识贡献决策要素,并构建专业虚拟社区用户知识贡献决策模型。【结果/结论】发现知识贡献决策要素有14个范畴,共39个概念;专业虚拟社区用户在回答问题、发布信息、上传资料三种知识贡献行为上有不同的决策过程,发生动机分别为获取知识的需求驱动、用户主动分享意愿和赚取积分的需求驱动。上传资料行为较简单直接,但回答问题和发布信息行为易受到阻碍因素和约束条件影响。根据模型和分析结果为专业虚拟社区提出优化建议。

【Purpose/significance】Studying the decision-making progress of users’knowledge contribution in professional virtual communities can not only enrich relevant research situations of knowledge contribution behavior in virtual communities,but also provide targeted suggestions for managers and operators of communities.【Method/process】Based on the perspective of behavioral decision-making and ethnographic decision tree modeling method which combines the basic idea of grounded theory,we collected the decision elements of knowledge contribution through open interviews and built decisionmaking models for knowledge contribution of professional virtual community users.【Result/conclusion】14 categories and 39 concepts about decision-making elements of knowledge contribution are found.Professional virtual community users have different decision-making processes in answering questions,publishing information and uploading files.The motivation of the three kinds of knowledge contribution behavior are driven by the demand to acquire knowledge,active willingness to share and demand to earn points respectively.Uploading files is relatively simple and direct,but the act of answer questions and publish information is more susceptible to obstacles and constraints.According to the model analysis results,some optimization suggestions for professional virtual communities are put forward.