首页|社会化问答平台测评信息特征对用户参与行为的影响研究——以知乎为例

社会化问答平台测评信息特征对用户参与行为的影响研究——以知乎为例

The Impact of Evaluation Information Characteristics on User's Engagement Behavior on Social Q&A Platforms——Taking Zhihu as an Case

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[目的/意义]在去中心化的Web3.0时代,信息爆炸和权力转移让社会化问答平台的内容质量和社区活力严重下降,识别测评信息激发用户参与行为的影响机制可以有效促进平台的可持续发展.[方法/过程]本文基于信息采纳模型,通过网络爬虫抓取知乎测评数据进行分析,探究测评信息源和信息质量对用户点赞与评论行为的影响.[结果/结论]研究发现:测评博主吸引力、可信性、互动性均对用户参与行为有显著积极影响,但博主发文数量负向影响参与行为;测评信息内容详尽性和媒介丰富度对用户参与行为均具有显著积极影响,而可访问性与测评方式能够积极影响点赞行为,但对评论行为无显著影响.[创新/局限]本文研究拓展了信息采纳模型的理论应用范畴,提升了对测评信息研究价值的关注,推动了测评信息吸引用户参与互动的驱动机制研究,对于社会化问答平台中测评信息传播和应用具有实践启示作用.但本文没有涉及视频类测评以及内容叙事结构等的影响,有待未来研究继续探讨.
[Purpose/significance]In the decentralized Web3.0 era,information explosion and power transfer have seriously reduced the content quality and community vitality of social Q&A platforms.Identifying and evaluating the influence of information characteris-tics on user's engagement behavior can promote the sustainable development of platforms.[Method/process]Based on the Information Adoption Model,this paper analyzes thedata of Zhihu evaluation through web crawler,and explores the influence of information source and information quality on likes and comments.[Result/conclusion]The results show that the attractiveness,credibility and in-teractivity of the bloggers have a significant positive impact on user's engagement behavior,while the number of articles published by the bloggers has a negative impact on user's engagement behavior.The content detail and media richness of the evaluation also have a significant positive impact on user's engagement behavior,while the accessibility and the evaluation style can positively affect the like behavior,but have no significant impact on the comment behavior.[Innovation/limitation]This paper expands the theoretical applica-tion scope of information adoption model,enhances the attention to the research value of evaluation information,promotes the research on the driving mechanism of evaluation information attracting users to participate in interaction,and has a practical enlightenment ef-fect on the dissemination and application of evaluation information in social Q&A platform.However,this paper does not involve the influence of video evaluation and content narrative structure,which needs to be further discussed in future research.

social Q&A platformevaluation informationcharacteristics of bloggersinformation content characteristicsuser's en-gagement behavior

胡桂梅、陈娟艺、言欢

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广东金融学院工商管理学院,广东广州 510521

中山大学商学院,广东深圳 518107

社会化问答平台 测评信息 博主特征 内容特征 用户参与行为

国家自然科学基金青年基金国家自然科学基金地区科学基金广东省哲学社会科学规划学科共建项目(十四五)

7230224872262001GD23XGL042

2024

10.13833/j.issn.1007-7634.2024.03.016

情报科学
中国科学技术情报学会 吉林大学

情报科学

CSTPCDCSSCICHSSCD北大核心
影响因子：2.275
ISSN：1007-7634
年,卷(期)：2024.42(3)
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