社会化问答社区用户知识贡献行为模型研究  

The Research of Users' Knowledge Contribution Behavior Model in Social Q&A Community

作　　者：施涛[1,2] 姜亦珂 

机构地区：[1]重庆邮电大学经济管理学院 [2]重庆邮电大学网络社会发展问题研究中心,重庆400065

出　　处：《科技进步与对策》2017年第18期126-130,共5页Science & Technology Progress and Policy

基　　金：重庆市教委人文社科基金项目(16SKGH061);重庆邮电大学社科研究项目(2010SKDJ01)

摘　　要：社会化问答社区用户知识贡献行为是促使社区发展壮大的关键。运用扎根理论方法,提出了复制型和创作型两类问答社区用户知识贡献行为,并结合自我决定理论和理性行为理论构建了用户选择知识贡献行为的收益模型,分析了社区激励机制对用户复制型回答与创作型回答内外在收益的影响。研究结果表明:外在奖励将大幅度提升用户复制型回答数量,但会减少创作型回答数量;社区弱化外在奖励政策,并注重内在激励政策,有助于创作型回答时产生更多内在收益,进而增加社区的创作型回答数量。Users＇ knowledge contribution behavior is the key to promote the development and growth of the social QA community.In this paper,we put forward two types of knowledge contribution behaviors in social QA community——copy-answering behavior and creative-answering behavior by using the grounded theory,and constructs the users＇ knowledge contribution behavior model based on the theory of self-determination and the theory of reasoned action,analyzes the influence of community incentive mechanism on the returns of copy-answering behavior and creative-answering behavior.The results show that external incentive will significantly increase the number of copy-answering behavior,but will reduce the quantity of creative-answering behavior;however,reducing external incentives and focusing on internal incentives will generate more intrinsic benefits for creative-answering behavior and increase the quantity of creative-answering behavior.

关 键 词：问答社区 激励机制 知识贡献行为 知识创新 

分 类 号：G302[文化科学]