An Empirical Study On The Contribution Of Continuous Knowledge Contribution To Question - Based Community Users

The emergence of a variety of network medias, which based on web2.0provide the users on the Internet with a variety of interactive platforms, and question-and-answer community also arises at the historic moment. However, with the development of the question-and-answer community, a lot of problems in the community could not get timely answers,that will lead to the community in failure.Therefore, question-and-answer community’s long-term development goal is to promote community members continue to answer the questions in the community. So far, however, scholars of question-and-answer community sustainable development research focuses on the study of explorating users’ intention of the initial knowledge contribution and users’ behavior research.These studies neglected the user behaviour of the continuous knowledge contribution is a gradual process, the continuous process, is based on previous experience, repeated behavior process differently.Therefore, this article select the users who have answered questions as the research object, this part studies the continuous knowledge contribution behavior of users and the formation process of the behavior. Creatively using the customers’ loyalty formation model of "cognitive-affective-conative-active" in this study, based on the theory of social exchange theory, established the users’ continuous knowledge contribution behavior model. Mainly explore the following questions:(1) the cognition of the community and their own cognitive factors which affects the degree of satisfaction;(2) verify satisfaction for continuous knowledge contribution intention positively predict the behavior;(3) for whether the knowledge contribution intention significantly affects the continuous knowledge contribution behavior;(4)to answer the question of whether the habit moderate the relationship of the intention and the behavior.Empirical results show that the continuous knowledge contribution behavior is a stage of formation of cognition, emotion, intention and action phase. At the same time, under the effect of the habit of answering questions decreases the positive relationship between the sustained knowledge contribution intention and behavior, support the idea that person with the habit of taking a certain behavior requires less motivation and cognitive effort.This study enriched the initial question-and-answer community users’ behavior research theory, the "cognitive-affective-conative-active" framework is introduced into the question-and-answer community study, provides a reference for future related researches. Second, managers of question-and-answer communities, understand the behavior of users’continue to answer the question the formation process, will be conducive to their targeted incentives and innovative management model, to attract more new users and improve the old customers’loyalty.