问答社区知识传播者网络声望、行动相似度与知识传播效果  

The Interaction among Knowledge Disseminators’Network Reputation,Action Similarity and Knowledge Dissemination Performance in Q&A Community

作　　者：陈小卉 胡平[1] 马宇彤 CHEN Xiaohui;HU Ping;MA Yutong(Xi’an Jiaotong University,Xi’an,China)

机构地区：[1]西安交通大学管理学院,西安市710049

出　　处：《管理学报》2021年第5期741-750,共10页Chinese Journal of Management

基　　金：国家社会科学基金资助项目(17BGL035);中国工程院信息与电子工程部咨询研究资助项目(2015-ZCQ-03-02)。

摘　　要：基于社会交换理论和趋同理论等,构建问答社区知识传播者关注关系网络声望、传播者行动相似度和知识传播效果三者之间的相互作用关系,并通过含滞后项的联立方程组模型对上述关系进行实证分析,挖掘问答社区内知识传播的影响机制。研究表明:知识传播者关注关系网络声望和知识传播效果之间存在着相互促进作用;知识传播者的行动相似度对传播者关注关系网络声望有正向影响;知识传播环境特征和知识内容丰富度对知识的传播效果有正向影响;在特定话题下,知识内容丰富度在知识传播者关注关系网络声望对知识传播效果影响中起负向调节作用。Based on the social exchange theory and convergence theory,this study constructs the interaction among the knowledge disseminators’network reputation,the similarity of disseminators’actions and the knowledge dissemination performance in Q&A platform.The regression analysis of the simultaneous equations model with hysteresis term is used to analyze the above relationships,so as to find the impact mechanism of knowledge dissemination in Q&A community.The results show that:knowledge disseminators’network reputation and knowledge dissemination effect have a positive impact on each other.The similarity of disseminators’actions has a positive impact on their network reputation.The knowledge dissemination environment has a positive impact on knowledge dissemination performance,so does the richness of knowledge content.Under the specific topic,the richness of knowledge content negatively moderates the influence of knowledge disseminators’network reputation on the effect of knowledge dissemination performance.

关 键 词：问答社区 网络声望 行动相似度 知识传播效果 知识特性 

分 类 号：C93[经济管理—管理学]