基于SOR模型的在线知识社区用户潜水行为研究

A Study on Lurking Behavior of Online Knowledge Community Users Based on SOR Model

[研究目的]在线知识社区作为知识分享和交互的重要平台,大量用户处于潜水状态,这会阻碍社区的可持续发展。因此,研究在线知识社区用户潜水行为,识别用户潜水的原因,对于提升社区用户活跃度和分享行为具有指导意义。[研究方法]基于SOR(刺激-机体-反应)构建研究模型,收集353份有效问卷并采用结构方程模型软件AMOS考察动机因素对知识社区用户焦虑、社交网络疲劳及用户潜水行为的作用机理。[研究结论]研究结果发现,内部动机(社会比较、隐私关注)和外部动机(信息超载、功能超载)通过焦虑情绪和社交网络疲劳影响用户潜水行为。研究结果启示知识社区需要综合考虑用户的内部动机和外部动机因素来缓解其焦虑和社交网络疲劳,从而提升社区用户活跃度,促进其知识共享。

[Research purpose]Online knowledge communities have become an important platform for knowledge sharing and interaction.But most users are in lurking state,which will hinder the sustainable development of the community.Thus,it is necessary to examine online knowledge community users'lurking behaviour and identify the reasons of lurking in order to promote users'activation and sharing behaviour.[Research method]Based on the SOR model,this research developed the theoretical model.A total of 353 valid questionnaires were collected and analyzed structural equation model software AMOS.[Research conclusion]The results show that intrinsic motivations(social comparison and privacy concern)and extrinsic motivations(information overload and functional overload)affect lurking behavior through anxiety and social network fatigue.The results suggest that knowledge communities should consider both the intrinsic and extrinsic motivations of users to mitigate their anxiety and social network fatigue,thus enhancing community users'activation and promoting their knowledge sharing.