开放式协作内容生产活动的可信评估研究
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摘要
基于Wiki的开放式协作内容生产方式和开放式协作社区在新一代网络中日益盛行,开放式协作内容不仅在社会化媒体受到欢迎,更引起学术研究领域的极大关注。以维基百科为代表的非软件类开放式协作内容是近年来信息系统与信息科学领域的研究热点,有关开放百科质量和可信度的争论一直不断。传统维基系统虽然支持协同创作,但不关注个体贡献,并且缺乏显性的可信评估和信任管理机制。用户的多样性和内容的快速更新,使得开放式协作内容生产活动的可信评估问题变得异常复杂。
     本文所指开放式协作内容生产活动是指在社会化媒体以及大规模协作发展背景下,虚拟社群为共同完成一项开放共享的内容生产项目而实施的一系列信息行为。协作活动的产出即为开放内容,它一般遵循自由文档许可协议,允许任何内容贡献者对作品的修改、演绎和传播,本文研究对象将在以上开放式协作内容生产和开放内容的范畴下,针对事实型作品,尤指建立在外部参考源基础上的文本型协作内容,譬如维基百科、百度百科等开放百科项目。
     本文将围绕以下研究问题展开:①开放式协作内容生产活动的内在机理是如何的?②如何评估协作成员及其协作内容的可信度?具体而言,如何对协作社群成员进行可信度评估,什么因素影响用户对开放式协作内容的可信度感知,这些因素如何作用于用户的可信度感知?③如何改善用户可信评估活动的效果?
     本研究拟从当前开放式协作内容生产活动中突出的成员及内容可信度问题出发,以开放式协作内容生产活动及其产出内容为主要研究对象,以面向开放式协作的主体与客体可信度评估为主要研究内容,分别从内容生产视角和内容消费视角,融合信任研究的技术范式与用户研究的行为范式,系统深入地研究开放式协作内容生产活动的可信评估理论与方法。论文主体共分四个部分:
     (1)理论分析框架:开放式协作内容生产活动研究。采用活动理论的研究框架和分析方法构建互联网用户协作内容生产的活动系统模型,并逐步分析其活动要素、子系统以及活动结构;定义并描述主体、客体、社群三个核心要素和工具、规则、角色三个媒介要素以及生产、消费、协作和交流四个子系统;将活动过程分解为消费、生产、反馈与协作、冲突与协调四个阶段并深入分析各阶段的结构特点:同时基于动态流程分析,描述社群结构中用户的角色分化现象。
     (2)内容生产视角:面向协作活动主体的可信评估研究。深入分析面向开放内容协作生产的虚拟社群信任关系及其构建途径,在现有网络信任相关概念研究基础上,给出普适性定义并归纳网络信任属性。以维基社区为个案分析对象,探讨其有效的可信评估和信任管理模式。研究并设计一种基于修订史的间接反馈信息抽取算法,基于该算法进一步演绎主体可信评估的计算模型,同时将该算法流程和模型用Java开发工具编程实现。以维基百科为实证数据源,分析算法和模型的意义。
     (3)内容消费视角:面向协作活动客体的可信评估研究。采用调查法探寻影响用户可信度评估的主要因素,以及不同协作参与度的用户群之间评估意识和行为的差异。通过对两组受试者的调研数据分析,得出相关结论并提出研究假设,以及构建开放内容可信度的实证模型。设计并实施针对实证模型的实验研究,通过对实验资料的处理操纵和自变量控制,观测因变量以检验假设。分析实验结果以及对今后研究与实践的启示。
     (4)内容生产与消费的双重视角:可信评估活动效果的改善研究。本章将在前文研究基础之上,进一步把协作活动主体与客体可信评估理论与方法的成果应用于可信评估活动效果的改善研究。首先基于双加工理论对用户可信评估活动过程进行分析,然后从用户查证行为的激励、技术系统的交互式设计两个方面,细致深入的研究如何改善用户可信评估活动的效果,增强用户在开放式协作社区的信任体验,以进一步提高开放式协作内容生产活动的可信度。
     主要研究结论有:
     (1)研究认为活动理论的分析框架能够对现有群体协作活动研究进行整合,并为今后的研究提供统一的描述性框架和概念模型。开放式协作活动系统模型中包含六个要素和四个子系统:协作活动过程包含四个阶段,其中反馈与协作是群体协作活动的灵魂。
     (2)面向协作活动主体的可信评估研究有助于从内容生产的源头提高协作活动及其产出内容的可信度。大规模开放式协作成员的可信度评估应当建立在基于内容驱动和¨间接反馈的可信评估模式上。本文给出了维基系统中协作成员可信度评估的理论演绎方法,构建了基于内容片断演化链的反馈信息抽取算法,流程设计与实现表明了该算法的可行性。
     (3)用户参与协作的程度会显著影响其可信评估意识和行为,协作参与度高的用户评估意识强,且所用方法和技巧较高。同时用户对开放内容可信度的评估会受到内容线索和信任倾向的显著影响,内容线索包括协作程度、协作者声誉、参考源质量。理论上以及用户调查结果表明,查证行为对用户的可信评估效果有重要影响,然而实际并非如此。
     (4)通过改善用户可信评估活动的效果,可以进一步提高协作活动及其产出内容的可信度。而改善途径有用户查证行为的激励以及技术系统的交互式设计。用户查证行为主要受到评估动机的影响,因而需要有激励查证行为的机制:此外,通过技术系统的交互式设计也能改善用户信任体验,进而提高协作内容的可信度。
     主要贡献和创新点有:
     (1)提出了适用于大规模开放式协作的社群成员可信度评估的理论演绎方法,并完整构建了开放式协作生产内容的可信度评估模型。本研究从内容生产与内容消费双重视角,系统深入地探究了开放式协作内容生产活动的可信评估理论与方法。基于内容生产视角,提出基于间接反馈的社群成员可信度评估模式,给出一种适用于文本型协作内容的间接反馈信息抽取算法,并据此提出成员可信度的计算模型和主体间信任关系的演绎方法;基于内容消费视角,运用问卷调查、内容分析、实验研究和访谈等多种方法,提出并f构建了开放内容的可信度评估模型,给出影响用户对开放内容可信度评估的主要因素,并提出改善用户可信评估活动效果从而提高开放内容可信度的途径。
     (2)将活动理论引入开放式协作内容生产行为的系统研究,揭示了社群协作活动的内在结构和演化过程。本文依托活动理论建立社群协作活动的一般性理论分析框架,构建了开放式协作内容生产的活动系统模型,分析了该协作活动系统的要素、子系统和活动结构,并基于活动流程分析了用户角色分化现象。
     本文的不足之处有:(1)本文给出了协作成员可信度评估的理论演绎方法,今后将进一步开展实证研究。(2)本文对内容可信度的实验研究限于调查对象的局限性,对其结果解释仅适用于协作参与度较低的普通网络用户。今后的研究方向将会进一步扩大实验对象,以便对实证模型做出更好的解释和完善。(3)本文仅给出了可信评估系统构建的设计思想,今后需要针对不同类型和形式的协作社区,深入研究具体的构建方法。
     本研究为本人主持的教育部人文社科青年基金项目“而向虚拟社群协同创作现内容共享的信任管理机制研究”(10YJC870048)的重要组成部分,是课题研究的核心内容之一。
As wiki-based mass collaborative creation and open collaborative communities have been popularized in the new generation of Web, open content is not only widely welcomed in social media, but also attracts attention of the academic communities. Open content for non-software such as Wikipedia is the hot research field in the domain of information system and information science in recent years, yet the debate about its content quality and credibility has never stopped. Traditional wiki-based systems support open collaboration, but don't focus on individual contribution and lack of obvious mechanism of credibility assessment and trust management. Variety of users and quick update of content make the problem of credibility in open collaboration fairly complicated.
     Activities of open collaborative content creation in this dissertation are referred to a new type of collaborative information behavior of users and way of content production. Meanwhile, open content in the dissertation focuses on open collaboration conforming to free documentation license, allowing revision, derivation and distribution of works by any contributors. Our research object will focus on factual works especially for textile collaborative content based on external references, such as open encyclopedia projects like Wikipedia and Baidu.
     After reviewing present studies, we put forward the following research problems. Firstly, how are the mechanisms in activities of collaborative content creation and collaborative communities? Secondly, how to improve information quality and credibility of open content from both production and consumption perspectives? Thirdly, how to improve the efficiency of assessment activities of open content credibility?
     Our research starts from the outstanding problems of trust and credibility in the process of open collaborative content creation, aims at the activity system of open collaborative content creation as main study object and focuses on its credibility as main study content. Meanwhile the study systematically and deeply explores the credibility problems of open collaborative content creation. Four parts constitute the dissertation:
     (1) Framework of theoretic analysis:research on activity system of open collaborative content creation. We use the research framework and analyzing method of activity theory to construct the activity model and analyze its components, subsystems and activity structure; Define and describe three core components such as subject, object and community, three mediators of tools, rules and roles, and four subsystems of creation, consumption, collaboration and communication; Decompose activity process into four stages of consumption, creation, feedback and collaboration, conflicts and coordination, then go into structure characters of each stage; Describe the users' role differentiation phenomenon in evolving process of community.
     (2) Perspective of content creation:subject-oriented research on trust evaluation. We explore effective models of trust assessment and management; Parse trust relationship of virtual community and construction of modes from the perspective of content creation; Put forward an extensive definition of trust and induce properties of network trust; Study and devise an extraction method of indirect feedback information based on the revision history, further deduce computation models of subject trust assessment, meanwhile implement the arithmetic process and model using Java development tool; Analyze the significance of the method based on the output results of the program.
     (3) Perspective of content consumption:object-oriented research on credibility assessment. We use survey method to explore the main influence factors of credibility assessment and the difference of assessment awareness and behavior in groups differing in the degree of collaboration and participation; Conclude from analyzing survey results of two groups and put forward research hypotheses, then construct positive model of open content credibility; Devise and implement experimental study to test hypotheses; Analyze the results and provide indication of future study and practice.
     (4) Perspective of both content creation and consumption:improvement research on the effectiveness of content credibility assessment activities. From three aspects of assessment process, inspiration of verification behavior, and interactive design of technology system based on user trust experience, the study goes into the way of improving effectiveness of credibility assessment, in order to enhance users trust experience in open collaborative communities and further improve the content credibility and sustainable development of open collaborative communities.
     Main research conclusions as follows:
     (1) We argue that the analyzing framework of activity theory can integrate present studies of mass collaboration and provide unifying descriptive framework and conceptual modes. Activity system model includes six components and four subsystems; collaborative activity process includes four stages; feedback and collaboration is the soul of mass collaborative activity.
     (2) From perspective of content creation, subject-oriented trust assessment studies help to improve the transparency of collaborative activity and credibility of collaborative content. Our studies construct arithmetic to extract indirect feedback information based on the evolving chain of content fragments, and argue that this arithmetic can be applied to the construction of trust assessment model between subjects and reputation evaluation in collaborative community.
     (3) From perspective of content consumption, user attributes (trust tendency, verification behavior, degree of collaborative participation) and content clues (degree of collaboration, reputation of collaborative contributors, quality of references) are main influential factors of credibility assessment. As to assessment awareness, users of higher degree of collaborative participation are significantly stronger than of lower degree. As to assessment ability, users of lower degree of collaborative participation are inclined to dispersive and sensible assessment criterion, while users of higher degree are inclined to centralize and rationale assessment criterion. Most users agree that verification behavior and clue of reference impact credibility assessment. Information stimulus based on content clues significantly impact perceived credibility of users.
     (4) From perspective of both creation and consumption, we argue that something must be done to improve the effectiveness of credibility assessment activity and enhance users trust experience in collaborative community in order to improve information quality and credibility of open content.
     Main innovation as follows:
     (1) The study starts from dual perspectives of content creation and consumption using amalgamation of technological paradigm in trust studies and behavioral paradigm in user studies, and systematically and deeply goes into the credibility problem of open collaborative activity. In technological paradigm, it put forward a new assessment scheme constructed on feedback and collaboration as well as new arithmetic of extracting indirect feedback information, based on which it put forward the measurement of users' contribution and deductive method of trust degree; In behavioral paradigm, it constructs credibility assessment model of open content using multiple methods such as survey, content analysis, experimental study and interview, then parse the indication and significance of the model.
     (2) The study constructs a unifying theoretic framework for analyzing activities of open collaborative content creation. It regards collaborative communities as an activity system on activity theoretic basis and elaborates collaborative problems of open communities in the framework.
     Insufficiencies as follows:(1) Some hypotheses in the open content credibility model need to be confirmed through further practice studies such as whether community genre, verification behavior, or degree of users' familiarity to content affects perceived credibility. Experimental study in this dissertation is confined to the survey objects and explanation of the results is limited to ordinary network users whose degree of participation is lower. Further studies will extend experimental objects in order to make the model more explicable and precise;(2) the study in this dissertation has not put forward any way to extract feedback information from discussion or vote in the situation of assessing trust degree between subjects of wiki-based communities. Moreover, method of extracting indirect feedback information from revision history also needs to be refined;(3) the dissertation put forward only guidelines to devise the interactive situation of communities. We are going to go into concrete constructing methods for different types and forms of collaborative communities.
     This research is financially supported by Social Science Foundation of Education Ministry and one of the achievements of the foundation-supported project entitled "Trust management mechanism for collaborative creation and content sharing in virtual communities"(NO.10YJC870048).
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