Research On Users' Attention And Knowledge Contribution Quality In Social Q&A Community

With the popularization of communication technology and the prosperity of social networks,the social Q&A community which is based on users,contents and community operation has gradually emerged as an important way for people to share knowledge and acquire knowledge.In the social Q&A community,user generated content is booming,and a series of community opinion leaders have attracted a lot of attention.Compared with the vast amount of information on the Internet,the limited attention of users has become a kind of scarce resources with commercial value.It is of great practical significance to figure out how to attract more attention in the era of information overload.The core value of the social Q&A community lies in the high-quality content,the high-quality content is provided by users.Understanding the characteristics of the users who contributed more high-quality knowledge can help people to lock the source of high-quality information more effectively.Based on the social exchange theory and the communication theory of identity,this paper explores the factors affecting the degree of attention and the quality of knowledge contribution from the perspective of user behavior.In this paper,through continuous tracking of 8778 users,we obtained 11 cross section data in all and established a panel data simultaneous equation model.Then we used the OLS and the 3SLS to estimate the model parameters separately.The results showed that users' knowledge contribution behavior,knowledge seeking behavior and public editing behavior has significant impact on users' attention.The degree of attention in a historical period and the following number of users and the degree of personal information disclosure also have a significant positive impact on users' attention.On the other hand,the higher the user's attention,the higher the quality of user knowledge contribution.The higher the quality of user history knowledge contribution,the more users pay attention to,the higher the degree of user information disclosure,the higher the quality of knowledge contribution.The relationship between user knowledge contribution quantity and user knowledge contribution quality is inverted U type.This study revealed a two-way relationship between users' attention and the quality of knowledge contribution,which is helpful for people to understand the cycle of community knowledge behavior and the exchange of attention to behavior.By contributing the high-quality knowledge,more attention can be gained,and more attention means more constraints which can effectively improve the quality of knowledge contribution.In this study,the concept of attention is introduced into the study of user information behavior in knowledge community,which broadens the scope of relevant research.This study also has important practical significance,which can provide guidance for the user activities and the management of social Q&A community.It is also helpful for solving the problems of information overload,insufficient production of high-quality content and the loss of high-quality users,which can significantly improve the knowledge ecology of the community and improve the efficiency of knowledge dissemination.