网络问答社区知识分享动机探究——社会交换论的视角  

A Research on the Motivation of Knowledge Sharing in Online Q &A Community:From the Perspective of Social Exchange Theory

作　　者：徐鹏[1,2] 张聃 Xu Peng;Zhang Dan

机构地区：[1]中南财经政法大学哲学院,武汉430073 [2]武汉大学健康学院,武汉430072

出　　处：《图书情报知识》2018年第2期105-112,共8页Documentation,Information & Knowledge

基　　金：中南财经政法大学中央高校基本科研业务费青年教师创新项目(31500000001);湖北省教育厅人文社会科学研究项目(16G051)的成果之一

摘　　要：本文基于社会交换理论,通过收集"百度知道"问答社区中的典型用户数据,探讨了网络用户知识分享行为的动机构成特征。负二项回归分析结果显示,如果用户对于外部直接物质回报(即网站奖励的财富值)或者知识回报(即从其他用户那里获取新知识)有更高的工具性期待,用户便可能分享更多的知识;同时,如果用户内在的自我展示意愿愈强,其之前的回答得到了更多同辈群体的点赞,从而也会激发更多的知识分享行为。上述结论揭示出网络用户的知识分享受到了外在报酬和内在报酬动机的共同驱动,且前者对于知识分享影响更大,表明用户更有可能将知识分享作为获取外在报酬的一种手段。研究证实,网络上的知识分享行为与现实生活中的社会交换逻辑相一致。Based on social exchange theory,this paper collected users＇ information from Zhidao website and analyzed the motivation of their knowledge sharing in online QA community.Main research findings are as follows：if users expected more external direct reward or knowledge information provided by others,they will be more likely to share knowledge;if users have higher self-presentation level or ever received more positive responses from peer group,they will share more knowledge.Consequently,it is concluded that the knowledge sharing behavior should be motivated both by extrinsic reward and intrinsic reward.Besides,through comparison with intrinsic reward,extrinsic reward has stronger impact upon knowledge sharing behavior.Furthermore,this study also verifies that online knowledge sharing behavior is consistent with the logic of social exchange in real life.

关 键 词：网络问答社区 知识分享 社会交换论 外在报酬 内在报酬 

分 类 号：G252[文化科学—图书馆学]