基于知识贡献社交问答平台个人创新行为研究.doc

基于知识贡献社交问答平台个人创新行为研究 　　〔摘 要〕 社交问答平台因满足用户对知识精准化与细分化需求，兼具社交功能日益受到人们的青睐，但仍存在活跃用户少，知识贡献积极性不高从而难以激发知识创新等问题，因此研究社交问答平台个人创新行为影响因素，对改善平台服务有重要意义。以社会资本理论和自我决定理论为理论基础，本研究从知识贡献角度建立了社交问答平台个人创新行为的结构方程模型，通过问卷调查，运用偏最小二乘法对研究模型和假设进行验证。研究结果显示，乐于助人、知识自我效能和互动强度是影响社交问答平台知识贡献的重要因素，进而影响用户个人创新行为。根据实证结果提出增强社交问答平台用户知识贡献意愿的相关对策和建议。 　　〔关键词〕 社交问答；知识贡献；个人创新；社会资本理论；自我决定理论；结构方程模型 　　DOI：10.3969/j.issn.1008-0821.2017.08.007 　　〔中图分类号〕G203 〔文献标识码〕A 〔文章编号〕1008-0821（2017）08-0049-08 　　〔Abstract〕Social Q A platform become more favored as a platform for meeting the demands of knowledge accuracy and differentiation of users，while developing social relationship. But there are still problems about active users are relatively small and the knowledge contribution enthusiasm is not really high，so that it is difficult to stimulate the knowledge innovation. The research on the influencing factors of individual innovative behavior on social QA platform is particularly important to improve the platform service. Based on the theory of social capital and self-determination，combing with previous research，a theoretical model was constructed to explore the pattern that how the proposed variables impact users’innovative behavior from the perspective of knowledge contribution. The questionnaire survey was conducted in the survey，and Structural Equation Model with partial least squares method was employed to exam the research model and hypothesis. The results showed that the enjoyment in helping others，the knowledge self-efficacy and the intensity of interaction is an important factor affecting the knowledge sharing，then affecting the innovative behavior of users. Based on the empirical results，this paper put forward some suggestions to enhance the knowledge sharing willingness of social QA platform users. 　　〔Key words〕 social QA；knowledge contribution；innovative behavior；social capital theory；self-determination theory；structural equation model 　　互?网发展至Web2.0时代后，以BBS为代表的按照时间先后顺序进行排列的单项信息服务已无法满足网络用户的实时性信息需求。依托大量具有专业背