问答类社区用户持续知识贡献模型构建
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摘要
作为以知识分享为主要目的的社交网虚拟社群,问答类社区面临的最大挑战是用户是否愿意持续回答问题并贡献知识。基于"认知—情感—意向—行为"框架,以社会交换理论为基础,构建了问答类社区用户持续知识贡献行为的理论模型。利用结构方程模型对问答类社区中有回答他人问题经历的用户进行了实证分析,结果表明,用户在问答类社区中的持续知识贡献行为遵循了从认知到产生情感,然后萌生意向,再到最后采取实际行为的过程;回答问题的习惯在持续知识贡献意向与行为之间起到了明显的调节作用。研究结果丰富了虚拟社区用户行为理论的研究,对问答类社区的可持续发展具有重要意义。
As a kind of virtual community of Social Network Sites(SNS)aiming to share knowledge,the biggest challenge of Community Question Answering(CQA)is whether users are willing to answer questions and contribute knowledge continuously.Based on "cognition-affection-intention-action"framework and social exchange theory,a research model of userscontinuous knowledge contribution behavior in CQA was established.Empirical study was carried out on users who had experience of answering questions through Structural Equation Model(SEM).Results showed that the continuous knowledge contribution behavior of users in CQA was a continuous process,which followed the steps of cognition-affection-intention-action.The relationship between continuous knowledge contribution intention and behavior was obviously moderated by the habit of answering questions.The research result extended user behavior research literature of virtual community,and had significant implications for sustained development of CQA.
As a kind of virtual community of Social Network Sites(SNS)aiming to share knowledge,the biggest challenge of Community Question Answering(CQA)is whether users are willing to answer questions and contribute knowledge continuously.Based on "cognition-affection-intention-action"framework and social exchange theory,a research model of userscontinuous knowledge contribution behavior in CQA was established.Empirical study was carried out on users who had experience of answering questions through Structural Equation Model(SEM).Results showed that the continuous knowledge contribution behavior of users in CQA was a continuous process,which followed the steps of cognition-affection-intention-action.The relationship between continuous knowledge contribution intention and behavior was obviously moderated by the habit of answering questions.The research result extended user behavior research literature of virtual community,and had significant implications for sustained development of CQA.
引文
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[16]CHEN Yao,SHAO Peiji.An empirical research of social network sites continuance:based on a modified expectation-confirmation model[J].Journal of Information Systems,2011(8):23-34(in Chinese).[陈瑶,邵培基.社交网站持续使用的实证研究—基于改进的期望确认模型[J].信息系统学报,2011(8):23-34.]
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[20]CHAI S,DAS S,RAO R.Factors affecting bloggersknowledge sharing:an investigation across gender[J].Journal of Management Information Systems,2012,28(3):309-341.
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[22]HE W,WEI K K.What drives continued knowledge sharing?an investigation of knowledge-contribution and-seeking beliefs[J].Decision Support Systems,2009,46(4):826-838.
[23]PREECE J,NONNECKE B,ANDREWS D.The top five reasons for lurking:improving community experiences for everyone[J].Computers in Human Behavior,2004,20(2):201-223.
[24]YANG J,WEI X.Seeking and offering expertise across categories:a sustainable mechanism works for Baidu Knows[C]//Proceedings of the 3rd International ICWSM Conference.Palo Alto,Cal.,USA:AAA I Press,2009:1-8.
[25]CHEN C J,HUNG S W.To give or to receive?factors influencing membersknowledge sharing and community promotion in professional virtual communities[J].Information&Management,2010,47(4):226-236.
[26]FANG Y H,CHIU C M.In justice we trust:exploring knowledge-sharing continuance intentions in virtual communities of practice[J].Computers in Human Behavior,2010,26(2):235-246.
[27]KWOK J S H,GAO S.Knowledge sharing community in P2Pnetwork:a study of motivational perspective[J].Journal of Knowledge Management,2004,8(1):94-102.
[28]LIN M J J,HUNG S W,CHEN C J.Fostering the determinants of knowledge sharing in professional virtual communities[J].Computers in Human Behavior,2009,25(4):929-939.
[29]XU Meifeng,YE Jiyuan.Study on influencing Factors of academic virtual community knowledge sharing[J].Information Studies:Theory&Application,2011,34(11):72-79(in Chinese).[徐美凤,叶继元.学术虚拟社区知识共享行为影响因素研究[J].情报理论与实践,2011,34(11):72-79.]
[30]WASKO M M,FARAJ S.“It is what one does”:why people participate and help others in electronic communities of practice[J].Journal of Strategic Information Systems,2000,9(2/3):155-173.
[31]YU J,JIANG Z,CHAN H C.The influence of socio-technological mechanisms on individual motivation toward knowledge contribution in problem-solving virtual communities[J].IEEE Transactions on Professional Communication,2011,54(2):152-167.
[32]CHEUNG C M K,LIMAYEM M.The role of habit in information systems continuance:examining the evolving relationship between intention and usage[C]//Proceedings of the26th International Conference on Information Systems.Las Vegas,Nev.,USA:Association for Information Systems,2005:1-39.
[33]LU H P,HSIAO K L.The influence of extro/introversion on the intention to pay for social networking sites[J].Information&Management,2010,47(3):150-157.
[34]SHI Yanxia.Research on knowledge sharing and its influencing factors in SNS virtual community[D].Taiyuan:Shanxi University,2010(in Chinese).[石艳霞.SNS虚拟社区知识共享及其影响因素研究[D].太原:山西大学,2010.]
[35]ZHOU T,LU Y B.Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience[J].Computers in Human Behavior,2011,27(2):883-889.
[36]KANKANHALLI A,TAN B C Y,WEI K K.Contributing knowledge to electronic knowledge repositories:an empirical investigation[J].MIS Quarterly,2005,29(1):113-143.
[37]LIN T C,HUANG C C.Understanding knowledge management system usage antecedents:an integration of social cognitive theory and task technology fit[J].Information&Management,2008,45(6):410-417.
[38]HSU M H,JU T L,YEN C H,et al.Knowledge sharing behavior in virtual communities:the relationship between trust,self-efficacy,and outcome expectations[J].Human-Computer Studies,2007,65(2):153-169.
[39]SUN Y Q,FANG Y L,LIM K H.Understanding sustained participation in transactional virtual communities[J].Decision Support Systems,2012,53(1):12-22.
[40]BHATTACHERJEE A.Understanding information systems continuance:an expectation-confirmation model[J].MIS Quarterly,2001,25(3):351-370.
[41]LEE D,KIM B C.Motivations for open source project participation and decisions of software developers[J].Computational Economics,2013,41(1):31-57.
[42]LIMAYEM M,HIRT S G,CHEUNG C M K.How habits limits the predictive power of intention:the case of information systems continuance[J].MIS Quarterly,2007,31(4):705-737.
[43]BENTLER P M,CHOU C.Practical issues in structural modeling[J].Sociological Methods and Research,1987,16(1):78-117.
[44]HU Q.Managing employee compliance with information security policies:the critical role of top management and organizational culture[J].Decision Sciences,2012,43(4):615-659.
[45]FORNELL C,LARCKER D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[2]ZHANG Xinggang,YUAN Yi.Study on the relationship between users of Q&A community:take Baidu knows as an example[J].Information Studies:Theory&Application,2011,34(11):61-64(in Chinese).[张兴刚,袁毅.问答类社区用户关系网络研究——以百度知道为例[J].情报理论与实践,2011,34(11):61-64.]
[3]LE Chengyi,XU Fuyuan,GU Xinjian,et al.Evaluation model and algorithm for knowledge contribution of enterprise staff[J].Computer Integrated Manufacturing Systems,2011,17(3):662-671(in Chinese).[乐承毅,徐福缘,顾新建,等.企业员工知识贡献度评价模型及算法[J].计算机集成制造系统,2011,17(3):662-671.]
[4]SHEN K N,YU A Y,KHALIFA M.Knowledge contribution in virtual communities:accounting for multiple dimensions of social presence through social identity[J].Behavior&Information Technology,2010,29(4):337-348.
[5]TONG Y,WANG X W,TEO H H.Understanding the intention of information contribution to online feedback systems from social exchange and motivation crowding perspectives[C]//Proceedings of Hawaii International Conference on Systems Science.Washington,D.C.,USA:IEEE,2007:28.
[6]WASKO M M,FARAJ S.Why should I share?examining social capital and knowledge contribution in electronic networks of practice[J].MIS Quarterly,2005,29(1):35-57.
[7]CHEN C J,HUNG S W.To give or to receive?factors influencing membersknowledge sharing and community promotion in professional virtual communities[J].Information&Management,2010,47(4):226-236.
[8]TSENG F C,KUO F Y.A social cognitive framework of knowledge contribution in the online community[C]//Proceedings of 2011IEEE International Conference on Fuzzy Systems.Washington,D.C.,USA:IEEE,2011:677-682.
[9]SUN S Y,JU T L,CHUMG H F,et al.Influence on willingness of virtual communitys knowledge sharing:based on social capital theory and habitual domain[J].World Academy of Science:Engineering and Technology,2009(53):142-149.
[10]CHIU C M,HSU M H,WANG E T G.Understanding knowledge sharing in virtual communities:an integration of social capital and social cognitive theories[J].Decision Support Systems,2006,42(3):1872-1888.
[11]CHE Hongmin.A study of the effection on consumer intention by involvement and risk perception in different lifestyle[D].Hangzhou:Zhejiang University,2007(in Chinese).[车红敏.不同生活方式下的涉入与感知风险对使用意愿的影响研究[D].杭州:浙江大学,2007.]
[12]FREEDMAN J L,SEARS D D,CARBSMITH J M.Social psychology[M].5th ed.Englewood,N.J.,USA:Prentice-Hall Englewood Cliffs,Inc.,1985:148-149.
[13]DICK A S,BASU K.Customer loyalty:toward an integrated conceptual framework[J].Journal of the Academy of Marketing Science,1994,22(2):99-113.
[14]OLIVER R L.Whence consumer loyalty?[J].Journal of Marketing,1999,63(4):33-44.
[15]HAN H,KIM Y,KIM E K.Cognitive,affective,conative,and action loyalty:testing the impact of inertia[J].International Journal of Hospitality Management,2011,30(4):1008-1019.
[16]CHEN Yao,SHAO Peiji.An empirical research of social network sites continuance:based on a modified expectation-confirmation model[J].Journal of Information Systems,2011(8):23-34(in Chinese).[陈瑶,邵培基.社交网站持续使用的实证研究—基于改进的期望确认模型[J].信息系统学报,2011(8):23-34.]
[17]MCKINNEY V,YOON K.The measurement of Web-customer satisfaction:an expectation and disconfirmation approach[J].Information System Research,2002,13(3):296-315.
[18]KON J,KIM Y G,BUTLER B,et al.Encouraging participation in virtual communities[J].Communication of the ACM,2007,50(2):68-73.
[19]JIN Xialing,ZHOU Zhongyun,LEE M K O,et al.Why users keep answering questions in online question answering communities:A theoretical and empirical investigation[J].International Journal of Information Management,2013,33(1):93-104.
[20]CHAI S,DAS S,RAO R.Factors affecting bloggersknowledge sharing:an investigation across gender[J].Journal of Management Information Systems,2012,28(3):309-341.
[21]JIN Xiaoling.Understanding the sustainability of online question answering communities in China:the case of“Yahoo!Answers China”[D].Hefei:University of Science and Technology of China,2009(in Chinese).[金晓玲.探讨问答社区的可持续发展:“雅虎知识堂”案例分析[D].合肥:中国科学技术大学,2009.]
[22]HE W,WEI K K.What drives continued knowledge sharing?an investigation of knowledge-contribution and-seeking beliefs[J].Decision Support Systems,2009,46(4):826-838.
[23]PREECE J,NONNECKE B,ANDREWS D.The top five reasons for lurking:improving community experiences for everyone[J].Computers in Human Behavior,2004,20(2):201-223.
[24]YANG J,WEI X.Seeking and offering expertise across categories:a sustainable mechanism works for Baidu Knows[C]//Proceedings of the 3rd International ICWSM Conference.Palo Alto,Cal.,USA:AAA I Press,2009:1-8.
[25]CHEN C J,HUNG S W.To give or to receive?factors influencing membersknowledge sharing and community promotion in professional virtual communities[J].Information&Management,2010,47(4):226-236.
[26]FANG Y H,CHIU C M.In justice we trust:exploring knowledge-sharing continuance intentions in virtual communities of practice[J].Computers in Human Behavior,2010,26(2):235-246.
[27]KWOK J S H,GAO S.Knowledge sharing community in P2Pnetwork:a study of motivational perspective[J].Journal of Knowledge Management,2004,8(1):94-102.
[28]LIN M J J,HUNG S W,CHEN C J.Fostering the determinants of knowledge sharing in professional virtual communities[J].Computers in Human Behavior,2009,25(4):929-939.
[29]XU Meifeng,YE Jiyuan.Study on influencing Factors of academic virtual community knowledge sharing[J].Information Studies:Theory&Application,2011,34(11):72-79(in Chinese).[徐美凤,叶继元.学术虚拟社区知识共享行为影响因素研究[J].情报理论与实践,2011,34(11):72-79.]
[30]WASKO M M,FARAJ S.“It is what one does”:why people participate and help others in electronic communities of practice[J].Journal of Strategic Information Systems,2000,9(2/3):155-173.
[31]YU J,JIANG Z,CHAN H C.The influence of socio-technological mechanisms on individual motivation toward knowledge contribution in problem-solving virtual communities[J].IEEE Transactions on Professional Communication,2011,54(2):152-167.
[32]CHEUNG C M K,LIMAYEM M.The role of habit in information systems continuance:examining the evolving relationship between intention and usage[C]//Proceedings of the26th International Conference on Information Systems.Las Vegas,Nev.,USA:Association for Information Systems,2005:1-39.
[33]LU H P,HSIAO K L.The influence of extro/introversion on the intention to pay for social networking sites[J].Information&Management,2010,47(3):150-157.
[34]SHI Yanxia.Research on knowledge sharing and its influencing factors in SNS virtual community[D].Taiyuan:Shanxi University,2010(in Chinese).[石艳霞.SNS虚拟社区知识共享及其影响因素研究[D].太原:山西大学,2010.]
[35]ZHOU T,LU Y B.Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience[J].Computers in Human Behavior,2011,27(2):883-889.
[36]KANKANHALLI A,TAN B C Y,WEI K K.Contributing knowledge to electronic knowledge repositories:an empirical investigation[J].MIS Quarterly,2005,29(1):113-143.
[37]LIN T C,HUANG C C.Understanding knowledge management system usage antecedents:an integration of social cognitive theory and task technology fit[J].Information&Management,2008,45(6):410-417.
[38]HSU M H,JU T L,YEN C H,et al.Knowledge sharing behavior in virtual communities:the relationship between trust,self-efficacy,and outcome expectations[J].Human-Computer Studies,2007,65(2):153-169.
[39]SUN Y Q,FANG Y L,LIM K H.Understanding sustained participation in transactional virtual communities[J].Decision Support Systems,2012,53(1):12-22.
[40]BHATTACHERJEE A.Understanding information systems continuance:an expectation-confirmation model[J].MIS Quarterly,2001,25(3):351-370.
[41]LEE D,KIM B C.Motivations for open source project participation and decisions of software developers[J].Computational Economics,2013,41(1):31-57.
[42]LIMAYEM M,HIRT S G,CHEUNG C M K.How habits limits the predictive power of intention:the case of information systems continuance[J].MIS Quarterly,2007,31(4):705-737.
[43]BENTLER P M,CHOU C.Practical issues in structural modeling[J].Sociological Methods and Research,1987,16(1):78-117.
[44]HU Q.Managing employee compliance with information security policies:the critical role of top management and organizational culture[J].Decision Sciences,2012,43(4):615-659.
[45]FORNELL C,LARCKER D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.