Research On Influencing Factors Of Users’ Continuous Attention Behavior In Online Q&A Community

The online Q&A community,as a knowledge sharing platform with both Q&A and interactive attributes,is developing rapidly,which is consistent with the trend of knowledge and socialization of the Internet.The emergence and development of the online Q&A community is conducive to better knowledge exchange and dissemination to meet people’s knowledge and social needs.However,in recent years,the user activity and stickiness of the online Q&A community have gradually declined,and the strong knowledge atmosphere of the community has declined.In order to promote the sustainable development of the online Q&A community and ensure the basic functions of knowledge exchange and dissemination in the online Q&A community,it is necessary to study the factors that affect the continuous attention behavior of users in the online Q&A community.The research on the influencing factors of users’ continuous attention behavior in online question and answer community is helpful for the community to correctly understand the action mechanism and deep logic of users’ continuous attention behavior,clarify users’ needs,and continuously provide users with quality service and high-quality content.so as to improve community awareness,form brand effectiveness,and promote the sustainable development of the community.For users,the community can meet their own needs and help users solve related problems.At the same time,users understand the influencing factors of continuous attention behavior,which can maximize the function of the online Q&A community and constantly improve their personal ability and cognitive level.Based on the theory of information adoption model and elaboration likelihood model,combined with the theory of social capital,the research method of grounded theory is used to analyze the factors that affect the continuous attention behavior of users in the online Q&A community from the Internet data related to the online Q&A community and the data of ordinary users and senior users obtained through interviews.The index is divided into eight dimensions: information quality form,information quality content,information quality utility,information source reliability,user demand,social relations,user preference and platform characteristics.Based on this,a theoretical model of the influencing factors of continuous attention behavior of users in online Q&A community is constructed,and nine corresponding research hypotheses are put forward.And then,407 valid sample data were collected by questionnaire survey,and the corresponding software was used to analyze the reliability and validity.The structural equation model is hypothesized and tested,and the conclusion and path coefficient of this paper are obtained.The nine research hypotheses are confirmed.On this basis,the platform data of the online question and answer community are collected,and the collected information characteristics and user characteristics of each dimension data are compared and analyzed according to certain standards to compare the continuous attention behavior of the two groups of data.in order to investigate the impact of different information characteristics and user characteristic dimensions on continuous attention behavior.Finally,based on the research results,this paper puts forward six specific suggestions and countermeasures from the three levels of information,users and communities.