网络问答社区用户持续参与行为研究

发布时间：2018-06-15 07:32

本文选题：网络问答社区 + 信息系统持续使用理论　；参考：《江西财经大学》2017年硕士论文

【摘要】：信息科技改变了以往用户信息获取和分享信息的方式,用户自生成模式的网络问答社区以前所未有的规模迅速发展,网络问答社区的用户规模呈现几何倍数增长,如国外的Quora和国内知名的知乎等。然而在市场竞争不断加大的情况下,各个网络问答社区在经历短暂的高潮之后又面临失去用户的困境,网络问答社区的运营者必须积极寻求新的发展机遇。网络问答社区成功的关键在于用户的持续参与,然而现有的相关研究仅仅关注用户的持续参与意愿,而非真正的用户持续参与行为,研究成果相对不足。利用信息系统持续使用理论的相关文献对持续参与行为的解释也不全面、不够深刻,研究者更多的是关注功利主义等因素,而忽略了用户心理层面的因素。为了弥补这一不足,本研究将社会认同理论与信息系统持续使用模型相结合,试图理解网络问答社区中用户的持续参与行为。本研究以知乎用户为研究对象,探讨影响其持续参与的心理因素。论文首先介绍了网络问答社区用户行为等相关的研究背景及意义,并对国内外关于该研究的现状作了全面的综述,然后详细阐述了本研究的主要研究内容和技术路线。基于社会认同理论和信息系统持续使用理论构建概念模型,并提出相关假设。其次,本研究分析了网络问答社区认同、用户满意度和持续参与行为之间的作用机理。研究结果表明,群体情感认同和价值认同对网络问答社区用户持续参与行为产生直接、显著的影响,然而认知认同并不直接影响持续参与行为。认知认同、群体情感认同和价值认同通过用户满意度对持续参与行为产生间接影响,其中价值认同的间接影响程度最大。本研究提供了对网络问答社区持续参与的全面理解,对于信息系统持续使用相关的研究有一定贡献。研究表明,网络问答社区的可持续发展可从以下四个方面着手:(1)强化本社区与其他社区的差异性,增强用户的认同感;(2)充分利用知识的社交功能,加强用户之间的情感链接;(3)注重用户体验,提高问答质量;(4)优化产品细节,重视用户的意见。
[Abstract]:Information technology has changed the way that users obtain and share information in the past. The network Q & A community of user self-generated mode has developed rapidly on an unprecedented scale, and the user scale of network question and answer community has increased by geometric multiple. Such as foreign Quora and well-known domestic knowledge and so on. However, with the increasing competition in the market, the online Q & A communities are facing the dilemma of losing users after a brief climax. The operators of the online Q & A communities must actively seek new development opportunities. The key to the success of the online Q & A community lies in the continuous participation of users. However, the existing researches only focus on the willingness of users to participate continuously, rather than on the behavior of real users, and the research results are relatively insufficient. Using the theory of sustainable use of information systems, the explanation of sustained participation behavior is not comprehensive and profound enough. Researchers pay more attention to utilitarianism and neglect the psychological factors of users. In order to make up for this deficiency, this study combines the social identity theory with the information system sustainable use model, and tries to understand the continuous participation behavior of users in the online Q & A community. In this study, we studied the psychological factors that affect the continuous participation of users. This paper first introduces the research background and significance of the online Q & A community user behavior, and makes a comprehensive review of the current situation of the research at home and abroad, and then describes the main research content and technical route of this research in detail. Based on the social identity theory and the information system sustainable use theory, the conceptual model is constructed, and the relevant assumptions are put forward. Secondly, this study analyzes the mechanism of interaction among community identity, user satisfaction and continuous participation behavior. The results show that group emotional identity and value identity have a direct and significant impact on the continuous participation behavior of users in the online Q & A community, but cognitive identity does not directly affect the sustained participation behavior. Cognitive identity, group emotional identity and value identity have indirect effects on sustained participation behavior through user satisfaction, among which value identity has the most indirect influence. This study provides a comprehensive understanding of the continuous participation of the online Q & A community and contributes to the research on the sustainable use of information systems. The research shows that the sustainable development of the online Q & A community can begin with the following four aspects: 1) strengthen the difference between the community and other communities, enhance the identity of the user and make full use of the social function of knowledge. Strengthen the emotional link between users (3) pay attention to the user experience, improve the quality of Q & A (4) optimize the product details, attach importance to the user's opinion.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F713.55

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