社区治理策略、用户就绪和知识贡献研究:以百度百科虚拟社区为例

摘要/Abstract

摘要：

虚拟社区已经渗透到消费者日常生活的方方面面，影响和改变着社区用户的信息获取和购买决策。研究表明，用户参与知识贡献是虚拟社区平台赖以生存和持续发展的基础，但是如何引导用户持续不断地进行信息分享和知识贡献，则成为虚拟平台面临的挑战。并且，鲜有文献基于社区平台的视角，探索虚拟社区治理策略对用户参与知识贡献的影响。通过文献归纳，梳理出三种重要的治理策略，即社区构建、社区监管和社区教育。通过对百度百科虚拟社区用户的问卷调研，结果表明，虚拟社区治理策略会影响用户的知识贡献行为，并且这种影响是通过用户就绪度中介的。此外，研究还发现虚拟社区治理策略的影响是非对称的，即不同的治理策略通过不同的路径和机制影响用户的知识贡献行为。

关键词: 虚拟社区, 治理策略, 用户就绪度, 内在机制, 百度百科

Abstract:

Virtual community penetrates into every aspect of consumers' life and business practice, impacts individual information acquisition, interaction and buying decision. And prior researches demonstrate knowledge contribution is vital for the development and survival of virtual community platform. There is little literature discussing community governing strategy's influence on individual knowledge contribution. Through review, the paper sorts out three kinds of governing strategy: community monitoring, community building and community education. Through survey of Baidu encyclopedia's users, this paper finds community governing strategy will positively influence individual knowledge contribution, and user readiness is a mediating variable. Furthermore, the influence of governing strategy on knowledge contribution is not symmetrical, that is, different strategy will impact knowledge contribution through different path and mechanism.

Key words: virtual community, governing strategy, user readiness, mechanism, Baidu encyclopedia

张晓娟, 周学春. 社区治理策略、用户就绪和知识贡献研究:以百度百科虚拟社区为例[J]. , 2016, 28(9): 72-82.

Zhang Xiaojuan, Zhou Xuechun. Research on Community Governing Strategy, User Readiness and Knowledge Contribution: Taking Baidu Encyclopedia as an Example[J]. , 2016, 28(9): 72-82.

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