社会化问答网站用户贡献意愿影响因素实证研究  

An Empirical Research on Influencing Factors of Knowledge Contribution Willingness Among Social Q&A Sites

作　　者：杨海娟[1] 

机构地区：[1]武汉大学信息管理学院

出　　处：《图书馆学研究》2014年第14期29-38,47,共11页Research on Library Science

摘　　要：社会化问答网站是对传统问答系统的继承和发展,严格的用户筛选、答案筛选机制以及针对搭建深层次用户关系的相关功能设计(如关注功能)使其问答更具知识性、延展性、专业性和启发性。文章以TRA为基础,结合激励理论和社会交换理论,构建社会化问答网站用户贡献意愿影响因素的研究模型。实证研究表明:利他主义、互惠显著影响用户贡献态度,互惠显著影响主观规范,且用户贡献态度对其贡献意愿有正向显著影响,但是主观规范对用户贡献意愿没有影响。同时,自我效能和行为可控性作为感知行为控制的两个层次通过不同的作用路径对用户贡献意愿产生影响,网站信任与用户贡献态度和意愿之间也都存在正向相关关系。在此基础上,提出增进社会化问答网站用户贡献意愿的相应对策。Social Q＆A sites inherit and selection mechanism, answers selecti constructing deep user relationsh develop the basic functions of traditional Q＆A systems, but stnct user on ips mechanism and relevant functional designs （ such as “follows” ） make it more informative, extendable, professiona for and enlightening. Based on the theory of reasoned action, motivation theory and social exchange theory, this paper proposes a research model of influencing factors of knowledge contribution willingness among social Q＆A sites. The study finds altruism and reciprocity have obvious positive influences on knowledge contribution attitude, reciprocity has obvious positive influence on subjective norm, knowledge contribution attitude also has obvious positive influence on knowledge contribution willingness. However, we did not find a significant relationship between subjective norm and willingness. What＇s more, as two levels of perceived behavioral control, self-efficacy and controllability have influences on knowledge contribution willingness through different effect pathways, website trust is significantly and positively related to knowledge contribution attitude and willingness. Then some strategies are presented to promote knowledge contribution willingness in social Q＆A sites.

关 键 词：社会化问答网站 知识贡献意愿 感知行为控制 利他主义 互惠 

分 类 号：G250.7[文化科学—图书馆学]