Exploring The Determinants Of Community Engagement In Social Q&A Communities

In recent years,with the continuous development and application of Internet technology,and people's demand for knowledge to be higher and more precise,social Q&A community arises at the historic moment and develops rapidly,which constantly meets the needs of users' information communication.The community Q & A community pays much attention to the initiative of knowledge creation,and considers that they are not only the demand side of knowledge,but also the supplier,which has important influences on the long run of community.Therefore,understanding the user contributing behavior in social Q&A community,namely the influencing factors and influencing mechanism of community engagement,is of great significance for community managers to understand users' needs and improve community service level.Based on the theory of group identity and interpersonal bonds,this study constructs a theoretical framework to explain the influence mechanism of community engagement in social Q&A community users.A total of 402 valid samples were collected through the questionnaire survey.Then,the theoretical model constructed by the structural equation model was tested by using the SPSS 22.0 and the AMOS 21.0 tools.This paper studies the influence mechanism of community engagement from two aspects: identity based attachment to community(community identification)and bond-based attachment to members(perceived online relationship commitment).The test results show that community identification has a positive impact on user community engagement.And community identification plays a mediating role in the impact of perceived online relationship commitment on community engagement.Community prestige has a positive impact on community identification,and social presence and familiarity has a positive impact on the perceived online relationship commitment.