Factors Affecting The Answer Usefulness In A Social Q&A Community

With the continuous improvement of communication technology and the country's strong support for the Internet industry,the Internet has become the main channel for information dissemination.Various types of network platforms have emerged.The way people shop and read has undergone tremendous changes,and online reviews have gradually become the main reference for consumer purchase decisions.In recent years,with the rise of knowledge sharing,Q&A communities have developed rapidly.A large number of users share evaluation information such as film reviews and product experience in Q&A communities,and the influence of Q&A communities on online word of mouth has become increasingly prominent,especially in the social Q&A community.Zhihu is a typical representative of the current social Q&A communities in China.This paper selects the answers related to user product experience under the essence topic of the mobile phone on Zhihu as the research object,taking the information adoption model as the basic theoretical model,and collecting the answer data and the user data of the respondents through the crawler program written in Python.This paper constructs an emotional dictionary for mobile phone reviews by using SO-PMI algorithm,and then calculates the sentiment tendency and strength of the answer text by using the sentiment analysis method based on the emotional dictionary.In addition,this paper extracts the keywords of mobile phone product attributes,and establishes a keyword matrix to obtain the ratio of the mobile phone attribute mentioned.From the perspectives of answer quality and respondent's characteristics,this paper constructs a Tobit regression model with the number of helpful votes as a dependent variable,and identifies the influencing factors of perceived usefulness of answers by mobile phone consumers in the social Q&A community represented by Zhihu.Through the Tobit regression analysis of 18,170 valid samples,it is found that among factors representing answer quality,the sentiment tendency and the number of pictures used have a positive impact on the answer usefulness.The length of the answer and the answer usefulness have an inverted U-shaped relationship,and the attribute mention ratio of the answer has a negative effect on the answer usefulness.Among factors representing the respondent's characteristics,the respondent's experience of answering questions,experience of publishing articles,and social network centrality all have a significant positive impact on the answer usefulness.However,the experience of hosting Live has a negative impact on answer usefulness,and the respondent's questioning experience does not significantly affect the answer usefulness.This paper obtains sample data by a data-driven method,which avoids the limitations of the questionnaire in objectivity,and the text analysis and information adoption model help explain the information adoption process of social Q&A community users in a more objective and reasonable way.This paper has provided enlightenment for the online word of mouth marketing of mobile phone manufacturers,and can serve as guidance for users to produce high-quality answers.The Q&A platform should make full use of the influencing factors of answer usefulness,improving the answer screening and ranking mechanism to create a high-quality knowledge sharing environment for users.