The Influence Mechanism of Virtual Community Incentives on Users'Knowledge Contribution Tendency
Based on SOR theory and the hidden Markov model,the knowledge contribution behav-ior data and incentive data of Mafengwo tourism virtual community were used to explore how extrinsic incentives affect the knowledge contribution behavior of users through their knowledge contribution tendency.The research findings indicate the following results.First,users have three hidden knowl-edge contribution tendencies,namely,silence tendency,participation tendency,and positive tenden-cy.Second,when the users have the same tendency,the earlier make an answer to the question,the richer the travel experience,and the more the cumulative contribution,the more the user knowledge contribution.Third,only when the motivation matches the users'dynamic knowledge contribution tendency,the incentive effect is positive.
knowledge contribution tendencyincentiveshidden tendencyhidden Markov model
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