社交化多媒体知识需求者价值共创研究

Research on Value Co-Creation of Knowledge Demanders in Social Multimedia

[目的/意义]面对知识需求的多元衍生,以知识需求为核心的多媒体知识共享平台使得更多用户参与到知识创造、交流和共享中来。在知识交流互动过程中,不同知识发生强有力的碰撞,触发价值共创机制,深入探讨知识需求者之间进行价值共创的多维关系,剖析知识需求者价值共创动因和方向,进一步引导知识需求者价值共创行为具有重要意义。[方法/过程]为了探究在问答社区的知识需求者如何进行价值共创,选取知乎话题中“华为”“5G”两个话题及成员评论作为研究数据,采用混合研究方法从时间维度、空间维度和内容维度深入挖掘参与话题的知识需求者的价值共创行为。利用时间序列分析知识需求者的话题热度发展模式;利用Ucinet分析知识需求者之间的交互价值;利用NVivo进行编码,构建社交化多媒体知识需求者价值共创模型。[结果/结论]价值共创机制包括在个人和群体之间为互利而实施的知识推拉机制;通过虚拟社区将知识进行“数字克隆”,形成“知识孪生”,推动价值共创;网络社区中的认知结构推动价值共创的更迭,社会结构为开展价值共创提供了原动力和主动性。

[Purpose/significance] Facing the diversified derivation of knowledge needs,the multimedia knowledge sharing platform centered on knowledge needs has enabled more users to participate in the creation,communication and sharing of knowledge.In the process of knowledge exchange and interaction,different knowledge collides strongly,triggering the value co-creation mechanism.It is of great significance to deeply explore the multi-dimensional relationship of value co-creation between knowledge demanders,analyze the motivation and direction of value co-creation of knowledge demanders,and further guide the value co-creation behavior of knowledge demanders.[Method/process] In order to explore how knowledge demanders in the Q&A community can co-create value,select the two topics “Huawei” and “5 G” in the Zhihu topic and the comments of members as the research data.Using hybrid research methods to deeply explore the value co-creation behavior of knowledge demanders participating in the topic from the time dimension,space dimension and content dimension.Use time series to analyze the development mode of topic popularity among knowledge demanders.Use Ucinet to analyze the interactive value between knowledge demanders.Use NVivo for coding to build a value co-creation model for social multimedia knowledge demanders.[Result/conclusion] The value co-creation mechanism includes the knowledge push-pull mechanism implemented for mutual benefit between individuals and groups;Through virtual communities,knowledge is “digitally cloned” to form “knowledge twins” and promote value creation;The cognitive structure in the online community promotes the change of value co creation,and the social structure provides the driving force and initiative for value co creation.