社会化问答网站受众信息偏好与分享行为研究——以“知乎”为例

Research on Social Q&A Sites Users’ Information Preference and Message Sharing——Take Zhihu for Example

互联网技术改变了人们获取知识的方式,受众对知识的欲求也在发生改变,社会化问答网站应运而生。本研究通过问卷调查的方法,探究了社会化问答网站的受众在评估答案时可能参考的种种因素。研究发现社会化问答网站中受众对'干货'类实用性强、信息量大的信息更为青睐,而受众对信息的偏好也在一定程度上影响了他们的分享行为,对网站和社区的形象正面认知引发了受众更为积极的信息行为。

The development of internet has changed the way people acquiring information as well as their desire of message. Social Q&A sites rise in response to the proper time and conditions. By means of observation and sending questionnaires,this research explored several factors people may consider when they evaluating the answers in Social Q&A sites. By analysis of the data, we found that users prefer answers with more specialty value that are more practical and more professional. Users’ positive impression of the site may also make them sharing information more actively. We hope the research can be combined with some new phenomena in today’s network knowledge communication and can also give some suggestions to the development of Social Q&A sites and network knowledge communication.