在线问答社区环境下提升用户作答努力的提问及问答匹配策略研究  

Research on Questioning Strategy and Matching Strategy to Improve Users’Effort of Answering in Online Q&A Community

作　　者：马玲[1] 仇姝懿 李嘉[1] MA Ling;QIU Shuyi;LI Jia(East China University of Science and Technology,Shanghai,China)

机构地区：[1]华东理工大学商学院

出　　处：《管理学报》2023年第8期1198-1206,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72271093)。

摘　　要：基于社会影响理论和解释水平理论,将提升在线问答社区用户的作答努力程度看成一个说服问题,分析内化与认同两种不同机制的说服效应对作答努力程度的影响,并探讨回答者感知问题的社会距离发挥的调节作用。通过知乎社区2021年10月发布问题所获得的4165条回答数据,采用计量模型进行实证检验。研究表明:问题的情感极性、提问明确性及提问者声誉增强了作答的努力程度,问题的论证结构性与作答努力程度之间存在倒U形关系;社会距离越近,提问明确性和提问者声誉对作答努力程度的正向影响越大,问题论证结构性与作答努力程度之间的倒U形关系越显著。Based on social influence theory and construal level theory,improving users’effort of answering in online Q&A community is regarded as a persuasive question.This study analyzes the influence of persuasion effect of internalization and identification mechanism on answerers’effort,and discusses the moderating effect of answerers’perceived social distance.By using the data of 4165 answers obtained from“Zhihu”in October 2021,the econometric model is used for empirical test.Results show that sentimental polarity of questions,clarity of questions and questioners’reputation enhance answerers’effort,while there is an inverted U-shaped relationship between argumentation structure of questions and answerers’effort.The closer the social distance is,the more positive the impact on clarity of questions and questioners’reputation to answerers’effort is,and the more significant the inverted U-shaped relationship between argumentation structure of questions and answerers’effort is.

关 键 词：提问策略 匹配策略 作答努力 说服效应 心理距离 

分 类 号：C93[经济管理—管理学]