后悔心理下虚拟问答社区知识共享演化仿真

Simulation of Knowledge Sharing Evolutionary in Virtual Q&A Communities under Regret Psychology

促进用户知识共享是虚拟问答社区成功发展的关键,研究旨在探究群体异质性和用户后悔心理对其知识共享行为的作用机制,为社区管理者提供有效参考。考虑群体异质性,将虚拟问答社区的参与用户划分为积极共享用户和消极共享用户,进一步构建考虑用户后悔心理的虚拟问答社区知识共享演化博弈支付矩阵,分析不同博弈情景下的参与用户和社区平台的演化博弈稳定策略,并通过仿真考察参与用户的后悔程度、外部收益感知程度等因素对虚拟问答社区参与用户知识共享行为的作用机理。降低用户的后悔程度,提高用户外部收益感知程度、社区平台激励及积极共享用户比例有利于促进虚拟问答社区用户的积极知识共享行为。

Promoting users'knowledge sharing is the key to the successful development of v irtual Q&A communities.The purpose of this study is to explore the mechanism of group heterogeneity and user regret on their knowledge sharing behavior,and thus to provide effective reference for community managers.Consid ering the group heterogeneity,the participating users of virtual Q&A community were divided into active sharing users and negative sharing users.The payment matrix of evoluti onary game of knowledge sharing in virtual Q&A community considering users'regret psychology was further constru cted.The evolutionary game stability strate gies of participating users and community platform under different game scen arios were analyzed.Through the simulation experiment,we investigated the mechanism of the factors such as the degree of regret and external benefit on the virt ual question and answer community users'knowledge sharing behavior.Reducing users'regret and improving users'perception of external benefits,community platform incentive and the proport ion of active sharing users are conducive to promoting the active knowledge sharing behavior of users.