摘要
社会化问答社区为用户获取、交流与共享信息提供了新的途径。对社会化问答社区不同用户行为影响因素进行探讨,为社区实践者制定有针对性的策略以便更好地吸引与留住用户提供参考。结合社会化问答社区的特性,将社会化问答社区用户行为细分为消费、参与、创造三类行为;基于动机理论,提出研究假设并构建理论模型。以知乎为研究对象,采用问卷调查的方式搜集267份有效样本,并使用SmartPLS对模型进行验证。研究结果显示,不同动机要素促使社会化问答社区不同用户行为的产生。具体来说,娱乐和信息获取正向影响社会化问答社区用户的消费行为;而娱乐、社交与利他主义正向影响社会化问答社区用户的参与行为;此外,利他主义、自我效能以及声誉则正向影响社会化问答社区用户的创造行为。
Social Q＆A community provides new avenues for users to acquire, communicate and share information. Stud- ies on influencing factors of different user behaviors in social Q ＆ A community will be meaningful for community practitioners to develop targeted strategies so as to better attract and retain users. In accordance with the characteristics of social Q＆A community, this study decomposes user behaviors in social Q＆A community into three types, i.e. consumption behaviors, participation behaviors and producing behaviors. In light of motivation theory, this study attempts to put forward research hy- potheses and thus develops a theoretical model. 267 valid data were collected from Zhihu. com users via a questionnaire sur- vey; and further analyzed with SmartPLS. The empirical results show that, different motivation factors foster different user behaviors in social Q＆ A community. In particular, entertainment and information seeking positively affect consuming behav- iors in social Q ＆ A community. Also, entertainment, socializing and altruism have positive influences on participating behav- iors in social Q ＆ A community. In addition, altruism, self-efficacy and reputation positively impact producing behaviors in so- cial Q＆A community.
出处
《图书情报知识》
CSSCI
北大核心
2017年第6期114-124,共11页
Documentation,Information & Knowledge
基金
国家自然科学基金项目"基于使用与满足理论的社交媒体使用机理研究:从采纳到持续使用的行为转变"(71403301)的研究成果之一
关键词
社会化问答社区
动机理论
用户行为
消费行为
参与行为
创造行为
影响因素
Social Q＆A community
Motivation theory
User behavior
Consuming behavior
Participating behaviorProducing behavior
Influencing factor
