虚拟社区知识贡献、时间习惯与用户采纳行为  

Knowledge Contribution of Virtual Community,Time Habit and User Adoption Behavior

作　　者：张红超 吴继飞 ZHANG Hong-chao;WU Ji-fei(School of Business,Sun Yat-sen University,Guangzhou 510275;School of Marxism,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]中山大学管理学院,广州510275 [2]中山大学马克思主义学院,广州510275

出　　处：《山西财经大学学报》2022年第8期100-111,共12页Journal of Shanxi University of Finance and Economics

基　　金：国家自然科学基金青年项目“厌恶,还是欣赏?消费者对人工智能医疗服务的采纳及其心理机制研究”(72002225);中国博士后科学基金面上项目“消费者对人工智能医疗服务的采纳行为及其心理机制研究”(2020M683148)。

摘　　要：知识贡献是虚拟社区可持续发展的基石。现有研究普遍聚焦识别知识贡献行为的影响因素,缺乏探讨知识贡献的时间习惯及其结果。本文以“马蜂窝”虚拟社区为研究对象,利用Python爬取了2352名活跃用户知识贡献行为的30余万条面板数据,界定与量化知识贡献的时间习惯,构建随机效应面板模型研究知识贡献时间习惯及其对用户采纳行为的影响。研究发现,虚拟社区活跃用户的知识贡献行为具有显著的时间习惯,遵循时间习惯的知识贡献行为会正向影响题主采纳行为和社会化采纳行为。研究结论不仅丰富了知识贡献的理论研究,还对虚拟社区知识贡献具有重要的管理启示。Knowledge contribution is the cornerstone of the sustainable development of virtual community.Existing researches of knowledge contribution mostly focused on identifying the influencing factors of knowledge contribution behaviour.However,fewer studies discussed time habit and the results of knowledge contribution.This study considered the“Mafengwo”virtual community as the research object and crawled the panel data of 2352 active users’knowledge contribution behaviors using Python resulting in more than 300000 records.Then the paper defined and quantified the time habit of knowledge contribution,and constructed the random effects panel model to explore the time habit of knowledge contribution and its impact on users'adoption behaviors.It was found that,the knowledge contribution behaviors of the active users in virtual community had a noteworthy time habit,and those knowledge contribution behaviors following the time habit could positively affect the questioner adoption behavior and social adoption behavior.This study is not only helpful to enrich the theoretical researches of knowledge contribution,but also has provided important management implications for the knowledge contribution of virtual community.

关 键 词：知识贡献 时间习惯 采纳行为 知识质量 虚拟社区 

分 类 号：F59[经济管理—旅游管理]