在线品牌社区知识播种影响因素的仿真研究  

Influencing Factors of Knowledge Seeding Efficiency in Online Brand Community

作　　者：钱明辉[1,2] 郭佳璐 郭姝麟 QIAN Minghui;GUO Jialu;Guoshulin(School of Information Resource Management,Renmin University of China,Beijing 100872,China;Information Analysis and Research Center,Renmin University of China,Beijing 100872,China;College of Business,Beijing Union University,Beijing 100025,China;University of Sydney Business School,Sydney 2006,Australia)

机构地区：[1]中国人民大学信息资源管理学院,北京100872 [2]中国人民大学信息分析研究中心,北京100872 [3]北京联合大学商务学院,北京100025 [4]悉尼大学商学院,澳大利亚悉尼2006

出　　处：《情报科学》2023年第8期121-133,共13页Information Science

基　　金：国家社会科学基金重点项目“基于数智融合的信息分析方法创新与应用”(22AZD158)。

摘　　要：【目的/意义】随着在线品牌社区的日益兴起,如何有效提升社区知识管理水平开始受到越来越多的关注和重视。本文拟从个体用户知识采纳行为出发来探讨在线品牌社区内知识播种的影响因素问题。【方法/过程】通过引入RAS信息接收-接纳模型,并结合观点交互模型与理论,本文形成了知识播种效果模型,而后利用仿真实验方法深入探讨了在线社区内部知识播种影响因素及其效果提升策略。【结果/结论】研究发现:①在线品牌社区用户知识水平、用户动机意愿、知识复杂度、知识发送源可信度和知识发送源与用户间知识距离等因素显著影响在线品牌社区用户的知识采纳行为;②用户的知识水平和动机意愿是在线品牌社区知识播种的重要影响因素;③通过提升帖子推荐排序、提高用户与帖子的观点契合度以及降低帖子知识复杂度,可以有效增强在线品牌社区知识播种效果。【创新/局限】本文的研究结论既拓展了知识播种研究领域的理论成果,也有助于在线品牌社区提升社区管理水平。【Purpose/significance】With the rise of online brand community,how to effectively improve the level of community knowl⁃edge management began to receive more and more attention.This paper discusses the factors influencing knowledge seeding in online brand community from the perspective of individual users'knowledge adoption behavior.【Method/process】Through the introduction of RAS information receiver-acceptance model,combined with the view interaction model and theory,this paper forms a knowledge seeding effect model,and then uses the simulation experiment method to deeply explore the influence factors of knowledge seeding in⁃side the online community and its effect improvement strategy.【Result/conclusion】The results show that:①Factors such as user knowledge level,user motivation,knowledge complexity,credibility of knowledge sending source,and knowledge distance between us⁃ers and knowledge sending source significantly affect the knowledge adoption behavior of online brand community users;②Users'knowledge level and motivation are important factors influencing knowledge seeding in online brand community;③By improving the ranking of post recommendations,improving the degree of fit between users and posts,and reducing the complexity of post knowledge,the knowledge seeding effect of online brand community can be effectively enhanced.【Innovation/limitation】The research conclu⁃sions of this paper not only expand the theoretical achievements in the field of knowledge seeding research,but also help the online brand community to improve the level of community management.

关 键 词：在线品牌社区 知识播种 用户知识采纳行为 演化 仿真 

分 类 号：G302[文化科学]