从免费到付费:在线知识问答平台用户标识对回答者转移行为的影响  

From Free to Fee: The Impact of User Identity on the Answerers’ Switch Behavior in Online Knowledge Q&A Platforms

作　　者：赵宇翔[1] 刘周颖 宋士杰 Zhao Yuxiang;Liu Zhouying;Song Shijie

机构地区：[1]南京理工大学经济管理学院,江苏南京210094 [2]南京大学信息管理学院,江苏南京210023

出　　处：《图书与情报》2019年第2期16-28,共13页Library & Information

基　　金：国家社会科学基金重大项目“面向知识创新服务的数据科学理论与方法研究”(项目编号:16ZDA224)研究成果之一

摘　　要：近年来,在线知识问答平台从传统的免费模式衍生出付费模式,且越来越多的用户开始参与付费知识问答活动。文章选取用户标识视角来探索其对回答者从免费到付费知识问答平台转移行为的影响。首先,对回答者参与在线知识问答平台中的影响因素进行了梳理。随后,爬取了回答者在免费和付费知识问答平台中的行为信息,并对其行为特征进行分析。接着,利用倾向得分匹配法研究用户标识对回答者从免费到付费知识问答平台转移行为的影响,并对分析结果的稳健性进行了检验。研究结果表明,进行个人认证对回答者的转移行为并未产生显著影响,而获得优秀回答者称号则正向显著影响了回答者从免费到付费知识问答平台的转移行为。Recently, pay-for-answer model has been evolved from the traditional free-based social question and answer platform (Q&A), and more and more users have been involved in the payment-based social Q&A activities. This paper investigates the impact of user identity on the answerers' switch behavior from free- to fee-based knowledge Q&A platforms. First, the study presents a literature review on the influencing factors of participants’ motivations and behaviors in online knowledge Q&A platforms. Then, we crawl the answerers’ behavioral information in both free- and fee-based knowledge Q&A platforms, and conduct some preliminary analysis. Furthermore, the propensity score matching method has been employed to examine the impact of user identity on the answerers' switch behavior, and the robust test has been conducted and verified. The research findings show that the certification of answerers‘identity does not have a significant impact on the answerers' switch behavior, while the title of excellent answerers has a positive significant impact on the answerers' switch behavior.

关 键 词：在线知识问答平台 知识付费 用户标识 转移行为 倾向得分匹配法 

分 类 号：G252[文化科学—图书馆学]