出于效益还是约束？社会化问答社区用户持续答题意愿研究*

岳宇君 郦晓月

(1. 东南大学集团经济与产业组织研究中心 南京 210096；2. 南京邮电大学管理学院 南京 210003)

For Benefit or Constraint? Research on Users' Willingness to Continue Answering Questions in Social Q&A Community

Yue Yujun1，2Li Xiaoyue2

(1. Research Centre of Group Economy and Industry Organization, Southeast University, Nanjing 210096；2. College of Management, Nanjing University of Posts and Telecommunications, Nanjing 210003)

Abstract：[Purpose/Significance]In the social Q&A community, how to retain users and promote the continuous answering of users has always been the focus of attention.[Method/Process]According to the theory of social exchange, this paper constructs the influence relationship model among community involvement, group norms, benefit oriented quick relationship, constraint oriented quick relationship, Q&A satisfaction and willingness to continue to answer questions. Data are collected by questionnaire, and statistical analysis and hypothesis test are conducted by SPSS and AMOS.[Result/Conclusion]The results show that benefit oriented quick relationship and constraint oriented quick relationship have significant positive effects on Q&A satisfaction and continuous question answering intention. Q&A satisfaction plays a partial mediating role in the path of "quick relationship→Q&A satisfaction→continuous question answering intention". Community involvement and group norms can promote the establishment of quick relationship between benefit oriented and constraint oriented.

Keywords：socialized Q&A community; willingness to continue answering questions; social exchange theory; fast relationship; benefit oriented; constraint oriented

0 引 言

社会化问答社区是建立在互联网上的社会集合体，通过一对多的问答模式实现知识共享，兼具知识传播和社交功能。典型的社会化问答社区包括Quora、知乎、百度知道、天涯问答等，这些社区具有用户自产内容、包容性强、社交功能突出等特点，有助于满足用户对信息、心理和人际关系等的需求[1]。社会化问答社区的形成通常是：邀请第一批用户加入，通常是行业精英，可以对问题给出高水平的答案；而后，越来越多的用户通过搜索问题答案，加入社区，并与其他用户建立社交关系。随着信息技术的进步，社会化问答社区的应用范围越来越广，形式越来越新颖，操作越来越人性化，用户关系越来越复杂，参与行为也越来越多样化。鉴于社会化问答社区的答案都是由用户创造的，通常会出现两种困境：一是用户答题意愿不足，导致答题参与度不够；二是答案质量参差不齐，存在“知识泛滥”“知识过载”等问题[2]。学者们对此进行了较为深入的研究，尤其是第二种困境，主要集中在答案质量评价、问题推荐方法等方面[3]。本文选择关注第一种困境：社会化问答社区中的知识具有公共物品属性，用户会理性选择“获取”而非“分享”，导致社会化问答社区答题不活跃；用户主动答题、交流互动的积极性有限，即使在社区参与过程中进行了答题，也并不意味着答题意愿会持续下去[4]。……