在线健康社区不同级别用户知识交互行为的演化博弈分析

Evolutionary Game Analysis on Knowledge Interaction of Users at Different Levels in Online Health Communities

【目的/意义】在线健康社区给用户提供了一个分享知识经验和获得社会支持的平台,其持续发展的关键在于促进用户的知识交互行为,增加社区知识源的知识积累。【方法/过程】本文通过在线健康社区甜蜜家园的案例引入,将用户划分为普通用户和高级用户,以知识链和社会支持理论为基础构建了不同级别用户知识交互行为的演化博弈模型,分析了动态演化过程和均衡策略,并运用MATLAB进行了仿真分析。【结果/结论】普通用户和高级用户进行知识交互的目的不同,普通用户希望获得知识收益、信息支持收益和情感支持收益,而高级用户更加注重工具支持收益;普通用户和高级用户关注的成本因素也不同,普通用户关注知识获取和知识选择成本,而高级用户更关注知识外化成本;普通用户的信任忧虑超过一定限度时不利于用户的知识交互。【创新/局限】本文引入知识链模型对在线健康社区不同级别用户的知识交互行为进行了研究,但未考虑社区构建的外部环境对用户交互行为的影响。

【Purpose/significance】The online health community provides a platform for users to share knowledge and experience and obtain social support.The key to its sustainable development is to promote users’ knowledge interaction behavior and increase the knowledge accumulation of community knowledge sources.【Method/process】This paper introduces the case of the online health community“Tianmijiayuan”platform and divides users into ordinary users and advanced users.Based on the theory of knowledge chain and social support,this paper constructs the evolutionary game model of different levels of user knowledge interaction behavior and analyzes dynamic evolution process and equilibrium strategy and makes simulation analysis with MATLAB.【Result/conclusion】The purpose of knowledge interaction between ordinary users and advanced users is different.Ordinary users want to obtain the benefits of knowledge,information support and emotional support,while advanced users pay more attention to the benefits of tool support.Ordinary users and advanced users also pay different attention to the cost factors.Ordinary users pay more attention to the cost of knowledge acquisition and knowledge selection but advanced users pay more attention to the cost of knowledge externalization.When the trust anxiety of ordinary users exceeds a certain limit.it is not conducive to users’ knowledge interaction.【Innovation/limitation】This paper introduces the knowledge chain model to study the knowledge interaction behavior of different levers of users in the online health community,but does not consider the impact of the external environment of community construction on user interaction behavior.