用户知识问答转移行为研究:从问答社区到生成式AI  

Examining Users'Switching Behavior of Knowledge Q&A:From Q&A Communities to Generative AI

作　　者：周涛[1] 吴晓颖 邓胜利[2] Zhou Tao;Wu Xiaoying;Deng Shengli(School of Management,Hangzhou Dianzi University,Hangzhou 310018;School of Information Management,Wuhan University,Wuhan 430072)

机构地区：[1]杭州电子科技大学管理学院,杭州310018 [2]武汉大学信息管理学院,武汉430072

出　　处：《情报杂志》2024年第2期200-206,F0003,共8页Journal of Intelligence

基　　金：国家自然科学基金项目“社会交互对用户参与社会化商务行为的作用机理研究”(编号:71771069);国家社会科学基金项目“矛盾态度视角下社交媒体用户使用行为的演变与机理研究”(编号:22BTQ095)研究成果。

摘　　要：[研究目的]作为一类新兴应用,生成式AI在知识问答领域吸引了众多用户,这可能导致传统的知识问答社区用户流失,因此研究用户转移行为对提高知识问答社区用户粘性来说至关重要。[研究方法]基于PPM(推-拉-锚)模型,整合认知和情感体验因素,研究了用户的知识问答转移行为。对收集的483份有效数据采用混合方法包括结构方程模型(SEM)和模糊集定性比较分析(fsQCA)进行分析。[研究结论]研究结果发现,转移意愿受推力因素(信息过载、社区倦怠)、拉力因素(感知拟人度、感知准确度、感知可信度、沉浸体验)和锚定因素(社会影响)的综合影响。fsQCA识别出了三条导致转移意愿的主要路径。研究结果启示问答社区需降低信息过载,缓解用户的社区倦怠,从而实现用户保持和平台可持续发展。[Research purpose]As an emerging application,generative AI has attracted many users in the knowledge Q&A field,which may lead to users’defection from traditional knowledge Q&A communities.Therefore,it is necessary to examine users’switching behavior in order to increase their stickiness toward knowledge Q&A communities.[Research method]Based on the PPM(Push-Pull-Mooring)model and integrating both cognitive and emotional factors,this research examined users’switching behavior.483 valid data were collected and analyzed using mixed methods,including SEM and fsQCA.[Research conclusion]The results revealed that switching intention is influenced by a combination of push factors(information overload,community fatigue),pull factors(perceived anthropomorphism,perceived accuracy,perceived trustworthiness,and flow experience),and mooring factor(social influence).The fsQCA identified three main paths leading to switching intention.These results imply that Q&A platforms need to reduce information overload and mitigate users’fatigue in order to retain them and achieve sustainable development of the platforms.

关 键 词：生成式AI 问答社区 知识问答 转移行为 PPM 

分 类 号：C931.6[经济管理—管理学]