Research on Community Governing Strategy, User Readiness and Knowledge Contribution: Taking Baidu Encyclopedia as an Example

Abstract

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

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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