基于MOA分析的社会化问答平台用户知识贡献行为影响因素研究  

Research on the Influencing Factors of Knowledge Contribution Behavior of Social Q&A Platform Users Based on MOA Analysis

作　　者：周朴雄[1] 王万吉 Zhou Puxiong;Wang Wanji(School of Economics and Trade,South China University of Technology,Guangzhou 510640,China)

机构地区：[1]华南理工大学经济与贸易学院,广州510640

出　　处：《技术经济》2020年第4期17-21,共5页Journal of Technology Economics

摘　　要：随着Web2.0技术的不断发展,社会化问答平台成为用户贡献、交流和获取知识的新途径。本文以知乎问答平台作为数据源,基于MOA(动机-机会-能力)分析,应用扎根理论构建了问答平台用户知识贡献行为影响因素模型。研究表明,MOA分析中的三个核心可以与四个主范畴对应:动机-感知收益与情感满足;机会-环境引导;能力-自我效能,这四个主范畴对用户知识贡献行为具有显著影响。在此基础上,本研究对如何促进问答平台用户进行知识贡献提出了对策和建议。With the continuous development of Web 2.0 technology,social Q&A platform has become a new way for users to contribute,exchange and acquire knowledge.Based on the analysis of MOA(motivation‑opportunity‑ability)and grounded theory,this paper constructs the influencing factors model of knowledge contribution behavior of the users of the Q&A platform.The results show that the three cores of MOA analysis can correspond to four main categories:motivation‑perceived return and emotional satisfaction,opportunity‑environment guidance,ability‑self efficacy.These four main categories have a significant impact on user knowledge contribution behavior.On this basis,this study puts forward countermeasures and suggestions to promote the knowledge contribution of users.

关 键 词：社会化问答平台 知识贡献 MOA模型 扎根理论 

分 类 号：F064.1[经济管理—政治经济学]