Research On The Influencing Factors Of Users' Continuous Knowledge Contribution Behavior In Social Question Answering Community

The social question-and-answer communities combine question-and-answer and social interaction and provide a public knowledge interaction platform for network users.Its value is to reconstruct the connection between people and information.However,with the increasingly active social question-and-answer community,a large number of problems in the community have not been solved in a timely manner.Most of the community users are consuming knowledge rather than contributing knowledge.Therefore,community users actively contribute knowledge to solve problems is the key to the success of the community.Existing researches on the continuous use of social question-answering community mainly focus on the behavior of users' knowledge contribution and the intentio n of continuoususe of knowledge.These studies ignore that the user's continu ous knowledge contribution behavior is a continuous process of repeating the same behavior based on previous experience.Therefore,this paper takes social question-and-answer community users as the research object to study the influencing factors of their continuous knowledge contribution behavior.This paper creatively applies the "cognition-emotion-intention" model of customer loyalty formation in the field of marketing to this research,and establishes the theoretical model of users' continuous knowledge contribution behavior in social question-and-answer community based on the the ory of social exchange.It mainly explores the following problems:(1)which factors in the cognition of community and self-cognition positively affect the satisfaction;(2)how does satisfaction affect continuing knowledge contribution intentions;(3)verify whether there is a moderating effect between user satisfaction and intention of continuous knowledge contribution.Empirical study results show that the user in the process of continuous knowledge contribution behavior perceived usefulness,perceived reciprocity,self-efficacy and altruism are positive effect on user satisfaction,sense of trust that there was no significant effect on customer satisfaction,and the habit of answering questions in satisfaction to continue with intermediary role in the influence of the knowledge contribution intention.This research result not only enriches the theory of user behavior research in the social question answering community,but also introduces the framework of "cognition-emotion-intention" into the research of the social question answering community,which provides reference for the related research in the future.Secondly,for community managers,they should understand the formation process and influencing factors of users' continuous contribution of knowledge,and make more effective development plans and provide directions and ideas for them,so as to attract more new users and enhance the loyalty of old users.