问答社区用户知识分享行为的动机研究

发布时间：2018-11-03 09:40

【摘要】：问答社区是一种新型的网络服务载体，为人与人之间的交流与知识传播提供了更加便捷的通道，但是细分产品的大量出现，推动用户的快速增长，同时也暴露了问答社区中亟待解决的一系列课题，如用户是否愿意持续在社区上进行知识分享等等。挖掘用户内在的使用动机，有助于知识分享设计方案的制定和优化，对问答社区产品的可持续发展至关重要。本课题以知乎为主体来研究用户知识分享行为的主要动机。论文在充分研究问答社区理论的基础上，从定量和定性角度构建了用户知识分享行为的动机假设因子模型，其中在定量研究中使用问答社区真实数据来分析用户知识分享的行为规律和可能动机，在定性研究中通过对用户的自我报告、行为观察以及用户访谈进一步挖掘用户知识分享的行为动机。然后根据国外成熟动机量表和前面的用户研究进行问卷设计，用于进行动机假设的验证，，并通过因子分析实现动机模型的修正，最终得到影响用户知识分享的七个动机因子。再在动机研究的基础上使用聚类分析对调查的用户群进行分类，进一步构建了知乎社区产品的人物角色模型。最后再根据建立的人物角色模型来深入挖掘用户的需求，进而转化为产品的功能点，并通过卡诺模型验证用户需求，得出魅力属性和线性属性的功能，从而展开知乎社区功能的优化设计。知识分享的动机不仅为用户的行为提供了存在的理由，也为产品的特定功能模式提供了内在要求，准确理解知识分享的动机有助于设计师设计符合用户的需要。本文的创新点主要是通过对动机的研究构建人物角色，且运用卡诺模型验证用户的需求，为产品设计提供充实的依据和功能设计指南。
[Abstract]:Question and answer community is a new type of network service carrier, which provides a more convenient channel for the communication and knowledge dissemination between people. But the emergence of a large number of subdivision products, promoting the rapid growth of users, At the same time, it also exposed a series of problems that need to be solved urgently in the Q & A community, such as whether the user is willing to continue to share knowledge in the community and so on. Mining users' intrinsic motivation helps to make and optimize the design scheme of knowledge sharing, and it is very important for the sustainable development of the products in the Q & A community. In this paper, the main motivation of user's knowledge sharing behavior is studied with knowledge as the main body. Based on the study of question and answer community theory, this paper constructs the motivation hypothesis factor model of user's knowledge sharing behavior from the perspective of quantitative and qualitative analysis. In the quantitative research, the real data of Q & A community is used to analyze the behavior rules and possible motivation of users' knowledge sharing, and in the qualitative research, the users' self-report is adopted. Behavior observation and user interview further explore the behavioral motivation of user knowledge sharing. Then the questionnaire is designed according to the foreign mature motivation scale and the previous user research, which is used to verify the motivation hypothesis, and to modify the motivation model through factor analysis. Finally, the seven motivation factors that affect user knowledge sharing are obtained. On the basis of motivation research, cluster analysis is used to classify the investigated user groups, and the personas model of community products is further constructed. Finally, according to the established persona model to dig into the needs of the user, and then transform into the function point of the product, and verify the user demand through the Cano model, and get the function of the charm attribute and the linear attribute. Thus, the optimization design of the community function is carried out. The motivation of knowledge sharing not only provides the reason for the user's behavior, but also provides the inherent requirement for the specific function pattern of the product. Understanding the motivation of knowledge sharing is helpful for the designer to design to meet the needs of the user. The innovation of this paper is to construct personas through the study of motivation, and use Carnot model to verify the needs of users, to provide substantial basis and functional design guide for product design.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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